When it comes to texting and driving, AT&T’s “It can Wait” campaign pings the nail on the head.

Great inspiration for The Bingham Group’s upcoming Highway Safety Campaign. Any advertising about the dangers of texting and driving is great in our book.

Gods of Advertising


More than any one commercial or piece of marketing communications (of which there are many), what I really dig about AT&T’s campaign to eliminate texting while driving (and during movies) is the single-minded beauty and simplicity of it’s theme and tag line: “It Can Wait.”

Beyond the obvious ‘safety first’ messaging is the great insight that most texts are of a highly superficial nature. We all know as much. Yet, we do it anyway.

“It Can Wait,” reminds each one of us that “Where U at?” or “Sup?” is hardly important enough to distract moviegoers let alone put lives in jeopardy.

“It Can Wait” strikes exactly the right tone between admonishment and reminder. The line is like something an angry parent would say to a teen-aged kid. Yet, somehow it doesn’t come off as bitchy. Perhaps because we see ourselves as both parent and child.

Courting disaster…

Moreover, most of…

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