Audi Illustrates How Phone Usage Edits Your Road Perception


Every day just in the United States, at least 9 people are killed every day due to distracted driving according to the National Highway Traffic Safety Administration.

A 2010 experiment with Car and Driver magazine editor Eddie Alterman, which took place at a deserted air strip, showed that texting while driving had a worse impact on safety than driving while intoxicated.

We know driving down the road how many people we see using their phones while they drive. So Saatchi & Saatchi Bulgaria have launched an Audi campaign to encourage and motivate people to leave their phone alone while they drive.


One ad captures the driver browsing through Facebook on his phone as a deer jumps into the middle of the road. The driver doesn’t see the deer because of the phone.




Another ad showcases a driver chatting on his phone as a train is passing. Blindsided by looking at the phone, the driver doesn’t see the train at all.




And the third ad depicts a driver looking through their instagram with view of a similar road, however the instagram road leads off into the sea as they missed the road turning in reality, proving that no matter how good your multitasking skills are, distractions and tricks are still possible.




Leave your phone while you drive. Care about your life.

[via Ads of the World, images by Saatchi & Saatchi Bulgaria via Ads of the World]