:01- A car comes into view. No implications of the driver can be drawn. The car is passing through what seems to be a residential area. Flowers suggest the time of the year to be maybe spring or summer. Also due to the color of tree leaves spring or summer is the best guess of time given the information at hand.
:02- The car moves towards the camera. No brand or make can be distinguished by any markings. Car is a purple color; the car is two-door and looks to be in the lower end range. A house is visible behind the car and a mailbox further enforcing the idea that this car is in a residential area.
:03- What can be assumed to be the driver is revealed; the driver appears to be in mid to early twenties wearing a pink shirt and cold necklace. Where could she be going? She is dressed for school, or maybe just to run errands. A car is parked on the side of the road and recyclable and trash containers on the side of the road confirm we are in a residential area.
:04- Something caught the eye of the driver as she continues down the street. What could it be? A phone? A GPS?
:05- :06- The “new text message” notification makes it extremely evident that this is what our now distracted driver was looking at. Who could it be from and what could it be about?
:07- Due to this flattering face it can be imagined that the phone is now on her mind. She is not focusing so much on driving and more on what her new text message could be.
:08- More flattering angels reveal that shes not focusing on the road as much as she should be. What could be on that phone?
:09- The phone becomes the only thing in focus revealing that to be the focus of the drivers attention as was expected. Through the blur her eyes can be seen looking at the pink phone.
:10- The driver reaches for the phone, most likely she plans on responding to the “new text message”.
:11- :12- The drivers eyes are looking down, which is not where the road is. Changing scenery confirms that she is still moving. The question still stands on what the message from the phone is, however that’s probably of little importance.
:13 A changed facial expression shows interest in the phone. She should be showing interest in the road. She is obviously either happy with what she is reading, or it was funny.
:14- :15- The screen goes black to allude to impending doom or action. Perhaps the black flash is analogous to her wavering attention.
:16- The screen flashes this image before going black once again. The driver is viciously typing on her cell phone. It can be assumed that she is looking only at her phone at this point and not the road.
:16- :17- Another image appears for only half a second before flashing back to black. The car continues going down the residential road. Judging by light placement on the wall and trees to the right it can assumed that it is early in the morning or dusk.
:17- The camera quickly pans from her phone to her arms to her face before flashing to black. Something is about to happen as we as little knowledge about whats going on on the road. She shares our lack of knowledge.
:18- Another image flashes on screen, this time the women phone. It is now held at the wheel of the car as she types on it, only paying attention to the phone. She keeps on hand on the wheel.
:19- The driver, who is not paying attention to the road, runs a stop sign (not visible). To the far left we can see another car coming into frame. Ahead we see more housed an parked cars and either the sunset or sunrise. Due to the speed of the car, it is safe to assume our driver is headed forward and not turning.
:20- The stop sign is visible as the two cars head towards each other. This is not a four way stop so the silver car has the right-of-way to continue.
:20- The drivers looks up from the phone and presents a look of surprise as she realizes she ran a light and is about to be hit.
:21- The screen flashes to black as our distracted driver crashes into the other driver. This can be interrupted even though it is not shown.
:22- “Stop the texts” appears on the screen with a moving road graphic beneath it. Stop texting and driving perhaps?
:23- :24- “Stop the wrecks” appears under the other message. The message of this commercial becomes clear; texts can wait. Do not text and drive.
:26- :31- The commercial ends with this screen. This screen makes it clear that this was a texting and driving video. Color changes emphasize words for importance and the foundations at the bottom show who sponsored the video as well as who created it.
The purpose of this ad is to show how easily distracted driving can lead to accidents both major and minor and to hopefully show people the dangers so they will not make the same mistakes.