In this Ford TVC we see a young man out in the street as he is about to eat his ice cream. However he has a distant, dazed look on his face, as if he is not even there. He brings the cone towards his mouth, but misses the mark and ends up smearing ice cream all over his cheek. The camera finally pulls wide to reveal that he was sending a text message all along and wasn’t paying attention to his actions. The man smiles and walks away without even noticing he’s face is all dirty. The TVC ends with the message: “If eating ice cream isn’t easy, imagine driving. Don’t text and drive. Ford Sync Media System with SMS reader.”