Lexus: Driving Disrupted

April is national Distracted Driving Awareness Month, so the brand wanted to bring awareness to safety behind the wheel by changing perceptions about texting and driving. The new video demonstrates exactly what happens when drivers can no longer see the road for 4.6 seconds. Participants get behind the wheel of a Lexus NX on a closed course, thinking they’re taking the vehicle for a routine test drive. What they don’t know is that they’re driving a one-of-a-kind specially modified vehicle equipped with electrochromic technology that turns the windshield and windows from transparent to opaque instantaneously, completely obscuring the driver’s view for 4.6 seconds. The video captures the chaos that ensues.

Tags: Advertising, Lexus Nx