head over tookpage. facebook.com/rightthisminute. >>> one distraction it all it takes for a driver to lose control of a car. >> this is going to be good. >> these people in scotland are going to learn an experience that is first-hand. these theater-goers are seeing an ad, a life cinema ad. the driver and the passenger are carrying on this conversation. and when they shot this, they make it seem like the audience is in the back seat. so the driver or the passenger on occasion turn around to talk to the audience. [ phone ringing ] [ speaking in foreign language ] >> this guy is part of this campaign. [ phone ringing ] [ speaking in foreign language ] [ speaking in foreign language ] >> i'm really sorry. i can't talk right now. yeah, i understand. but i can't talk right now. i need to go! >> very effective. i like it. >> i get the idea, because it is a great idea to showcase what could happen if you're distracted in that one moment that an accident can happen. but what kind of a lame way to like have the gu