we wanted to show how complicated and inconvenient and sometimes even dangerous it becomes to be talking on the phone while you're trying to concentrate and do something else. >> parrot communications and ground zero advertising bet on viral video to drive their point on. but what makes the video so believable is there's an element of reality to it. >> pull over! get out of the car. i'm driving. >> hold on, hold on, hold on. >> get out of the car. >> we showed the problem by going out and secretly signing up a bunch of driving instructors. they showed up. they were unaware that our student driver was actually plant. and as he was taking his driving course, he would continue to answer fake phone calls throughout. and we had cameras hidden in the air freshener. we had another camera hidden in the glove box and so forth. and so while he'd take his phone calls, the driving instructors would get more and more infuriated. >> would you type in her number. >> no, phone over. >> i deleted her number. >> keep your [ bleep ] hands on the driving wheel.