Rogue Director Sam Cadman has directed a road safety film to highlight problems caused by texting & driving, a dangerous example of distracted driving.  

The video was produced through Station Film using hidden cameras and includes real people getting into the taxi.  

According to MullenLowe Creative Director John Kearse, "People text and drive. These same people know that texting and driving is a bad idea. Yet, in a classic case of 'it won’t happen to me,' they continue to do it. Far more people are injured in distracted driving accidents than drunk driving. Obviously, drunk driving is nothing to joke about, and is something any reasonable person would classify as a terrible idea. Why do we view texting and driving differently?" 

Kearse noted, "The vodka was water. The beers were energy drinks with beer labels wrapped around them. So the cabbie was very wound up by the end of the day, even though his demeanor remained extremely relaxed. That’s some serious acting. By the way, the driver was never actually texting. All sounds and "texts" from his phone were pre-recorded video clips that made it seem like he was actually sending and receiving messages. So, hopefully, no lives were put at risk in the making of this video."