The UK’s Department for Transport has launched a new distracted driving campaign, featuring a video directed by the team behind Pharrell William’s hit music video “Happy”.

The THINK! campaign asks young drivers to put their phone away by highlighting just what you miss when you glance at your phone. The film was directed by duo We Are From LA. It is shot in the style of a music video to engage the young audience and challenge the misconception that a quick glance at your phone won’t hurt.

The campaign has been welcomed by motoring organization, the RAC.

“The RAC’s latest research reveals that the problem is still at epidemic proportions with a hard core of drivers persisting in texting, talking, tweeting and even taking photos at the wheel,” said RAC Road Safety Spokesman Pete Williams. “We therefore welcome THINK!’s thought-provoking video, which highlights the dangers of a two-second glance at your phone while driving. Motorists risk a collision with potentially fatal consequences which could change their life, and the lives of others, forever. We hope that this will help persuade more drivers to put away their handheld mobile phone for good when driving and be phone smart.”

View the THINK! campaign video: