The Shadow
RICHMOND, VA (VR) — The Virginia Department of Motor Vehicles (DMV) is introducing its newest distracted driving safety campaign, “Open Your Eyes.” The campaign uses a powerful visual comparison between looking at your phone while driving and driving with your eyes closed.
The ad uses a surreal visual to show drivers covering their faces with their hands, creating an alternate reality where they can no longer see or respond to what’s happening around them. Tension builds as two distracted drivers unknowingly approach a collision until time freezes just before impact, bringing them face-to-face with the consequences of their actions.
Distracted driving continues to be an issue within the Commonwealth. So far this year in Virginia, preliminary data reports 11,953 crashes, 93 fatalities, and 816 serious injuries involving a distracted driver. 10% of those drivers were distracted by cell phone use and texting, which NHTSA considers the most dangerous distractions overall. This latest DMV initiative aims to serve as a reminder for all Virginia drivers to prioritize safety and pay attention behind the wheel or suffer the possibility of life-altering repercussions.
“There are serious risks that come with the decision to look at our phones while driving, even just for a couple of seconds,” said DMV Commissioner Saundra Jack, the Governor’s Highway Safety Representative. “Our campaign was developed to present these risks in a new light and shift the mindset of those who see no harm in taking their eyes off the road; whether they’re reading a text or physically covering their eyes, the dangers—and dire outcomes—are the same.”
Inspired in part by psychological thriller films, the campaign was developed by Two Tango Collaborative, produced by Spang TV and directed by Adam Azimov, with audio mixed by Overcoast. “Open Your Eyes” will run throughout Virginia through December 6, 2026, reaching audiences through TV, radio, podcasts, social and digital media, billboards, buses, and movie theaters as crowds gather for some of the year’s most anticipated blockbusters.
Virginia-born college and professional football players are also amplifying the impact of distracted driving with a hard-hitting gridiron analogy – at 55 mph, checking your phone for just five seconds is the same as driving the length of a football field with your eyes closed. Players include TreVeyon Henderson of the New England Patriots, Tremaine Edmunds of the New York Giants, Kemari Copeland of the Virginia Tech Hokies, and George Pettaway of the James Madison University Dukes. Videos featuring the athletes will run on social media throughout November, helping DMV reach a key audience for distracted driving prevention: male drivers aged 25-34.
DMV urges everyone to follow these tips to avoid distractions while behind the wheel:
- Turn on the “Do Not Disturb” feature on your phone to silence all notifications before driving.
- If you’re struggling not to text and drive, physically place your phone in a hard-to-reach area in the car.
- Pull over and park in a safe location before using your phone.
- Preset all music and GPS trips before beginning a drive.
- Ask passengers to manage any calls or texts.
- Listen to passengers asking you to put your phone away.
For more information about distracted driving, visit DMV’s Distracted Driving page.
To download the campaign’s video, click here.
