Dubai's roads are among some of the most dangerous in the world.Mobile-phone-related accidents are especially prevalent in this region - using one's phone while driving contributes significantly to the alarming death toll.The idea was simple: If you're going to use your mobile phone while you're driving, you might as well dial 999 (the UAE's version of 911 - Emergency Services).To make the spot more gritty and believable, we chose not to use professional voice actors for the characters.