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Honda Says If You Can't Do This While Texting, You Shouldn't Drive While Texting Either


Since April is apparently Distracted Driving Awareness Month, Honda is running a series of short videos called #PhoneDownEyesUp that urge us to respect our own limits when it comes to multi-tasking. 

Each ad suggests that if you can't safely complete minor chores and tasks—like gardening, vacuuming or making pancakes—while texting, you really shouldn't text and drive either. 

It's a fair point, only minimally undercut by the fact that these videos were made to be easily shared on mobile-friendly social media. Honda also made custom lock screens for this campaign, which can be downloaded directly from Facebook, Tumblr and Instagram. 

The campaign's target audience is millennials, of course, but we're pretty sure it's not just young people doing this. A parallel campaign for baby boomers that shows them texting during some of their common behaviors—reminiscing about the '60s, writing checks at the grocery store, telling their kids to get "computer" jobs—would raise awareness among another generation known for entitled and selfish behavior. 

Their phones could also offer helpful driving advice, like encouraging them to at least drive the speed limit on the JFX.

More creative from the campaign appears below.


Client: Honda

Agency: RPA
Executive Vice President, Chief Creative Officer: Joe Baratelli
Senior Vice President, Executive Creative Director: Jason Sperling
Vice President, Creative Director, Social Media: J. Barbush
Associate Creative Director: Stephen Hernandez
Senior Art Director: Amy Servidea
Senior Copywriter: Chris Bradford
Senior Vice President, Chief Production Officer: Gary Paticoff
Vice President, Executive Producer: Isadora Chesler
Producer: Phung Vo

Vice President, Director of Digital Production: Dave Brezinski
Executive Digital Producer: Linda Kim
Digital Producer: Amy Seidner

Executive Vice President, Management Account Director: Brett Bender
Vice President, Group Account Director: Adam Blankenship
Account Supervisor: Kaelin McGill
Account Executive: Elizabeth Weakley
Assistant Account Executives: Wynt Curliano, Alanna Mozingo
Vice President, Director of Business Affairs: Maria Del Homme

Production Company: Rabbit Content
Director: Isaac Rentz
Producer: Lauren Solie
Executive Producers: Missy Galanida, Joby Barnhart, Isaac Rice
Director of Photography: Sing Howe Yam
First Assistant Director: George Nessis
Production Manager: Austin Barbera
Production Designer: Cody Fusina

Editing: Cut + Run
Managing Director: Michelle Eskin
Executive Producer: Amburr Farls
Editor: Andy Green

Finishing: Jogger
Executive Producer: Rich Rama
Creative Director: David Parker

Mix: Lime Studios
Audio Mixer: Dave Wagg
Audio Assistant: Adam Primack

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