In our film, “The Unseen,” an unexpected passenger is revealed to be a sweet but haunting reminder of the lives that surround us on the road, even when we think we’re alone.

We get to know a mom, a dad, a daughter, friends and neighbors where everyone is humanized, innocent and familiar. It’s a film with all the textures of a day in the life of a modern family, in a community where nobody is a stranger. But even while making a litany of responsible driving choices, even the kindest driver can make a mistake that yields instant, chilling consequences.

It’s a sobering reminder that you’re never alone on the road.

“The Unseen” was released online as a long form social film, prompting viewers to click through and take AT&T’s It Can Wait pledge. It additionally yielded :30 and :15 edits for pre roll on social media and YouTube as well as :30 lift for broadcast on American television – targeting young adults and especially young parents – who are among the major offenders.

“The Unseen” was one of the most watched and shared distractive driving films of 2016, garnering 10 million views in its first two weeks and stunning audiences with its shocking ending – along with the genuine and relatable empathy with the father.

In a crowded category, where other brands and government agencies talk about distracted driving, our campaign stood out, with 447% higher unaided awareness for AT&T's It Can Wait campaign versus campaigns from Verizon, the Department of Transportation, the Ad Council, All State, and the National Highway Traffic Safety Association.