As many car brands are realizing the dangers of sending and receiving texts while driving, VW wanted to communicate its dangers; but in keeping with the irreverent and fresh nature of the brand, VW wanted an execution that would feel different and unexpected. The youth target are very familiar with the brand and generally have a warm feeling. The unique insight was these kind of road safety messages are usually not noticed or paid attention to. So this idea was made in a way that the target wouldn't soon forget.