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The AA Charitable Trust aims to make texting while driving as socially unacceptable as drink-driving in a new ad supported by the Department for Transport's Think! initiative.

The spot, by Adam & Eve/DDB, shows a woman starting to reply to a text while being the designated driver for her drunk boyfriend. Her companion notices and takes her place behind the wheel despite his intoxication. The film’s launch coincides with stricter penalties introduced this week for those caught driving while using hand-held devices. The work was created by Alex Lucas and Jon Farley, and directed by James Rouse through Outsider.