Driven to Distraction

Working to the theme ‘Distracted Brains’, Beck Wheeler, Blair Sayer and Jo Tronc each created illustrations to completely distract the viewer. Visualising just how overwhelmed drivers can get when listening to music, eating food and talking on mobile cell phones when they really should be focusing on being safe drivers, the Watermark trio came up with the goods.

"The animation of Beck’s work by Dave Way for the TVC campaign added that extra touch- Beck’s happy and fun style belying the inherent dangers in distracted driving.

This campaign started with an insight we discovered while researching distraction and multitasking. It turns out our brains simply can't do two things at once. We switch from one to the other, losing the ability to perform either task properly.

This news is something most people don't know. Ask anybody and they'll tell you they're pretty good at multitasking. Some even put it on their resumes. So of course people think they can safely drive while talking on the phone or eating lunch. The fact is our brains just can't do it' says Jon Pickersgill.

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