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The Metuna Don't Text and Drive ad campaign may center around some very morbid messages, but it speaks the sad truth. When people decide to text and drive, they really do put in danger their own lives, the lives of their passengers as well as those in the surrounding area. One of the messages reads, "Meeting was great. Will send a summery when I get to the office. Just running a kid crossing the street. 10 mins."

Conceived and executed by Adler Chomsky Grey, an ad agency based in Tel Aviv, the Metuna Don't Text and Drive ad campaign is very basic. It essentially features one big black backdrop with a subtle iPhone outline and a bright green text message bubble. People's eyes are immediately drawn to the messages and the shockingly nonchalant manner they are written in.