| Title | Behind the wheel, think about driving |
| Agency | LG2 |
| Campaign | Distracted |
| Advertiser | Société de l’assurance automobile du Québec |
| Brand | SAAQ |
| Date of First Broadcast/Publication | 2023 / 2 |
| Business Sector | Insurance |
| Philosophy | The Société de l’assurance automobile du Québec (SAAQ) created a new ad for its “Distracted” series. For a third consecutive year, the campaign aims its headlights at this important safety issue, focusing this year on an all-too-common behaviour: driving while mentally distracted. Regardless of how many years you have behind the wheel or the type of vehicle, driving is a complex task that demands total attention. The campaign dramatically drives home the message: When you’re lost in thought, you’re not behind the wheel. Absent-mindedness is literally in the driver’s seat of a dialogue-free, driver-free video. Like someone suddenly snapping out of a daydream, the terrible consequences of distracted driving can hit you in the blink of an eye. The result is a stark and powerful message that speaks volumes without uttering a word. |
| Media Type | Television |
| Length | |
| Advertising Manager | Patrice Letendre |
| Advertising Manager | Anne Marcoux |
| Creative Vice President | Luc DuSault |
| VP, Strategy | Sophie-Annick Vallée |
| Creative Director | Éric Chavagnac |
| Creative Director | Luc DuSault |
| Copywriter | Éric Chavagnac |
| Art Director | Vincent Bernard |
| Strategist | Pauline Desprès |
| Content | Valérie Bédard |
| Content | Vincent Deslauriers |
| Content | Vincent Bernard |
| Content | Éric Chavagnac |
| Account Management | Alexandra Laverdière |
| Account Management | Camille Savard |
| Agency Producer | Isabelle Fonta |
| Motion Design | Daniel Martinez-Mendoza |
| Editor | Dominic Montplaisir |
| Media Agency | Touché! phd |
| Media Agency | Cossette Media |
| Graphic Production | Marie-Ève Roussy |
| Production Company | Gorditos |
| Director | Nicolas Monette |
| Director of Photography (DOP) | Barry Russell |
| Production | Véronique Poulin |
| Post Production | Post-Moderne |
| Sound | Circonflex |
| Sound Engineer | Dominic Cabana |
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