Your child is the most dangerous and also the most vulnerable person you can put in your car. In this ad, we explore what these stakes mean. We see a woman looking back, over the duration of her entire life. She’s looking back with regret at something that happened many years ago. By the end of the ad, we see what this event was… The moment she looked back in a very concrete sense – looking back at her child while she was driving. We cut before she goes going into an oncoming car and loses this child forever.

We end with the message: Don’t lose a lifetime looking back.

Never let a child take your focus off the road. Pull over if you have to.