We see a split second under the microscope – caught in time. We introduce the viewer to a serene world in a barbecue setting in a family garden. However, as our focus moves over to the road, we see that a driver is using his mobile phone while driving, and his collision with a family is devastatingly imminent.

At the end of the ad, time returns to normal. We see the crash from the point of view of the offending phone. It’s a jarring, somewhat shocking scene. All of the serenity in the ad up to this point completely destroyed through one simple act of inattention.

A split second is all it takes. And of their mobile phone, we ask the viewer: “would it kill you to put it away?”