Teens just don’t think looking at their phone for a few seconds is distracted driving. This spot for the Ontario Ministry of Transportation shows ‘it happens fast.’

Distracted driving now kills more people than drunk driving. In fact, in 2016, Ontario, Canada’s Ministry of Transportation reported one of the deadliest weekends on the roads in decades. Yet despite the publicized dangers, teens just don’t think looking at their phone for a few seconds is distracted driving. So we launched this 15 second TV ad that made them realize that it ‘happens fast.’ The campaign launched on the biggest driving weekend of the year, the Canada Day long weekend. The film subsequently became mandatory viewing in all driving schools in all of Ontario, Canada.