No Going Back

AT&T’s brutal It Can Wait campaign targets distracted driving.

A  powerful new four-minute short builds slowly as we view ordinary moments in the lives of six people that finally intersect as a distracted driver crashes into another vehicle:

The ad is part of AT&T’s “It Can Wait” campaign to underline the dangers of distracted driving and to encourage people to refrain from using mobile devices behind the wheel. While texting has been the  focus of similar campaigns, the film emphasizes that even an idle look at Facebook can be fatal.

Previously, Werner Herzog made a powerful mini-documentary for the carrier on the same subject.

According to the U.S. Department of Transportation, more than 3,000 people were killed and 424,000 were injured in car accidents attributed to distracted driving in 2013. Indeed: It can wait.