It seems the pandemic has introduced all kinds of new hazards when it comes to distracted driving. Earlier this week we saw a campaign from Belgium warning against driving while on video calls. And now we have a push from McDonald's cautioning against eating while at the wheel. 

In Norway, the increasing popularity of takeout (almost 40% of McDonald’s meals in the country are now served through drive-thru) comes with the peril of customers chowing down while driving. To raise awareness of the issue, agency Nord DDB created a road safety campaign reminding people to "keep their eyes on the fries"—but not the ones in your takeout bag.

Creative featuring roads with bright yellow, fry-like markings is running in print ads, billboards along roads and on a social/pre-roll film. It's also printed on the takeout bags themselves. McDonald's partnered with Norway’s leading traffic safety non-profit Trygg Trafikk on the effort.

"As one of the leading restaurant chains we take our responsibilities seriously," said Mari Husby, senior marketing manager at McDonald’s Norway, in a statement. "Reminding people to stop and take a break and to keep their eyes on the road marks while driving is not our normal type of communication but is nevertheless as important. Linking the iconic MacFries to the yellow road markings with the message to keep “eyes on the fries” is especially relevant during holiday periods when a lot of Norwegians travel."