Looks Like Teen Spirit

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Everyone who doesn't live in a box knows that teenagers live on their cellphones, and the realism of this PSA, from the British Department of Transportation, is what makes it so startling and effective. Shot from a grainy, shaky cellphone camera, the footage shows a group of kids hanging out and goofing off, until one oblivious boy is suddenly hit by a passing car. The laughs turn to screams, and the screen cuts to the statistics.

Client: DOT (U.K.) Agency: Leo Burnett/London AD/CWs: Angus MacAdam, Paul Jordan Director: Chris Palmer/Gorgeous Enterprises, London Editor: Paul Watts/The Quarry, London Post Producer: Tom Sparks

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