Really Scary

Digital advertising agency, Organic has partnered with the Ad Council and the National Highway Traffic Safety Association (NHTSA) to launch “Really Scary,” (watch it here) a new creative direction dedicated to raising awareness about the dangers of distracted driving among Gen Z and Millennial drivers.

Tapping into key insights that these drivers are simultaneously terrified of irrational threats but unconcerned about the dangers of distracted driving, Organic shows that the temptation to use tech is ever-present and visceral, and has the consequence of putting drivers in a daze without realizing it. The spot creates an immersive experience for the audience that mimics watching a scary video, with a twist where viewers find out the driver was watching the video while driving—an even scarier scenario than that depicted in the video.

This is the latest full suite of creative assets for the Ad Council and NHTSA’s Distracted Driving Prevention campaign since 2018 and the first piece of work from Organic for the Ad Council and NHTSA. The campaign will run in time and space donated by the media on National TV, Radio, OOH, Print, and Social channels.

Since 2011, the Ad Council and NHTSA have worked together on a Distracted Driving Prevention campaign. While the campaign has historically focused on texting while driving, the use of cell phones and mobile technology has continued to grow at an exponential rate in the last decade. As such, we know drivers use their phones while driving for more than just texting. Drivers use phone applications; message or react to content on social media platforms; send and receive text messages, emails, or other correspondence; and watch or film videos while driving.