Our minds tend to wander when we drive. It’s a fluid state. We don’t stay on one thought. We drift from one to another. So many things cross our mind. It’s probably the reason we find it difficult to drive straight without drifting. Because we’re drifting in our minds. 

So, we created the idea 'Lane Departure Warning. Because humans drift'. We wrote the typical thoughts of a person driving to dramatize a human mind drifting on the road.

The copy illustrated the typical thoughts of a person driving. It showed how someone’s thought trail can drift from one topic to another. The visual used a road to put this in context. It showed how a drifting mind can affect driving by placing the copy next to yellow lane lines. Every time the copy wanders off topic, it crosses the yellow lane line.

We used the nature of human beings to give our technology a human purpose. We managed to change the perception of Cadillac’s technological prowess.