“Don’t drink and drive” has become a familiar mantra over the years. But what most people don’t realize is that texting and driving is rapidly becoming an even greater danger.

To help combat this issue, BMW became one of the first in the automotive industry to launch a “Don’t Text and Drive” campaign. Unlike other campaigns targeting teenagers, this one speaks to an audience that is becoming one of the top offenders: adults. The TV spot shows overprotective parents doing everything they can to keep their children safe—until the moment one parent receives a text. Then we see that all it takes is a split-second decision to change everything.