• by Amy Corr  @MediaPostOTL, September 12, 2016

I look forward to the day when ads like this don't have to be made. For the sixth year in a row, AT&T launched a TV spot to deter drivers from looking at their phone while driving. "The Unseen," the latest ad under the "It Can Wait" umbrella, features a man driving with a kid in the backseat. The man's phone dings, denoting a new text, email, Facebook post, who knows? The man is tempted to check his phone, but doesn't, because there's a kid in the car and he would NEVER do that.

The kid casually tells the man to check his phone because he's just a figment of his imagination and not actually in the car. Relieved, the man checks his phone, takes his eyes off the road and hits the boy he was conversing with. The ad doesn't show the impact, but the message is clear: "You're never alone on the road. Distracted driving is never ok."

BBDO New York created the ad, directed by Frederic Planchon.