The Last Word is an extended commercial spot done by Ronin Advertising Group. We all know that texting and driving is dangerous and can lead to some deadly consequences. This PSA wanted to build a connection with the audience to show how lives are really altered from texting and driving.
While most ads in this genre show the actual crashes that can happen from driving distractions, Ronin Advertising Group wanted to show consumers the aftermath, which will really tear a person apart. The agency told the story of a young boy who lost his father through using his cellphone while driving. He is upset and knows that by simply ignoring of his cellphone, his father would have still been around today.