NHTSA 2026
DISTRACTED DRIVING
REAL PLAYERS. REAL CONSEQUENCES.
A powerful campaign with Kelsey Plum and Jackie Young that shows how quickly a distraction can take your eyes off what matters most. One text. One notification. One glance, it can wait.
THE CHALLENGE
A Small Distraction With Big Consequences.
Distracted driving remains a leading cause of preventable crashes, especially among young drivers. The challenge was to cut through the noise with a message that feels real, relevant and urgent, before a quick distraction turns into a life-changing moment.
THE IDEA
Same Focus On and Off the Court.
Kelsey Plum and Jackie Young bring authenticity, credibility and a shared mindset to the message. Through relatable scenarios and powerful storytelling, we show that the focus, discipline and awareness that make them elite athletes are the same qualities that keep you and everyone around you safer on the road.
WATCH BEHIND THE SCENES
FROM BOARD TO SCREEN
FROM BOARD TO SCREEN
The storyboards mapped out real-life distractions, authentic scenarios and emotional moments showing how quickly a small choice can change everything.
STORYBOARD - FINAL FRAME
STORYBOARD - FINAL FRAME
STORYBOARD - FINAL FRAME
STORYBOARD - FINAL FRAME
CAMPAIGN PERFORMANCE
68.4M
Impressions
Across TV, CTV, digital, social and live sports.
117%
Delivery
Exceeded contracted impression goal.
$459.9K
Added Value
In incremental media value.
56.5%
Social Engagement Rate
6.2m engagements
THE CAMPAIGN
:60 HERO
It Can Wait
:30 SPOT
Keep Your Eyes Forward
:15 SPOT
Focus On What’s Next
LONG-FORM CONTENT
Extended Conversation
INTEGRATED ECOSYSTEM
Broadcast & CTV
Social Media
Digital Display
WNBA Partnerships
Influencers & Talent
TOP PERFORMANCE HIGHLIGHTS
40% ThruPlay rate — nearly 2× Sinclair’s 22% benchmark
10.96M talent-driven social video views
6.2M social engagements
97.39% CTV completion rate for Stay Ready
+112% YoY growth in custom-content in-banner video impressions