Watch: Shocking new smartphone distraction ad campaign

You’re driving in your neighborhood. Your phone beeps. You take your eyes off the road for just a second. What happens next?

As part of its ‘It Can Wait’ campaign, AT&T has launched a new ad campaign to help broaden recognition that the smartphone distracted driving problem is bigger than texting.

Through slow-motion cinematography, viewers are able to see the jarring aftermath of taking their eyes off the road to glance at or tap on a smartphone while driving. The compelling content contextualizes a normal day that turns life-threatening when a driver makes an unsafe choice behind the wheel.

30-second spots will be featured in national TV programming and on There is also a full-length feature.

Visit the AT&A YouTube page to view the full-length feature.

Since its launch in 2010, the It Can Wait campaign has:

  • Helped drive awareness of the dangers of texting while driving to about 90% for all audiences surveyed.
  • Inspired more than 7 million pledges not to text and drive.
  • Worked with departments of transportation in Texas, Kentucky and other states on research that suggests a correlation between It Can Wait campaign activities and a reduction in crashes.

To learn more about the It Can Wait campaign, visit And remember no post, view, email, search or text is worth a life.