For "Distracted Driving Month" this April, Honda is suggesting drivers' phones should be handed over to the "Designated Texter" while at the wheel.
According to the brand, millennial drivers report the highest rates of texting (74 percent) and checking social media sites (36 percent) while driving. So, agency RPA created a parody rap video aimed at this age group, designed to be shared on social media. It features a pair of teens (who remind us, somehow, of the lead characters in "Bill and Ted's Excellent Adventure" with a bit of Lonely Island thrown in) rapping about the joys of handing over your phone so your friend can post all your social media updates.
The video, which will be accompanied by a variety of gifs and memes, will be shared and promoted on Honda's social media channels. Bo Mirosseni at Hound directed the film.
"Honda believes it's critically important we continue to educate consumers about safer driving habits, especially with so many young drivers with cell phones behind the wheel," said Ernie Kelsey, senior manager of regional, social and experiential marketing at Honda, in a statement. "Distracted driving is a serious issue, but we hope with this "DT" campaign we'll get the attention of young drivers to address one portion of the issue…and make it cooler to hand over your phone to your passenger than to attempt to text or take photos themselves."