Buick’s latest advertising campaign is replacing automobile pitches with a public service announcement, encouraging everyone to pay more attention to what is going on around them. The campaign is being promoted on Buick’s “Get in the Moment” Tumblr blog, featuring the music video “Get Off the Phone” by comedy duo Rhett & Link.
While the comedy pair are filmed driving in a Buick Regal, along with the car in the background during some scenes, the video focuses on the song’s lyrics, a commentary on all the moments we miss in lieu of our obsession with smartphones.
Poking fun at everyone from teens staring at their phones, to moms ignoring their babies and foodies Instagramming their desserts, the song’s chorus includes the lyrics, “Get off the phone now, it’s going to be okay, there’s no need to be afraid. It doesn’t love you, it’s going to die one day, the government’s probably spying on you with it anyway.”
The video has accumulated over 878,000 views since it was posted on Rhett & Link’s YouTube channel December 3, with Unruly’s viral video chart showing it earning more than 26,000 shares. According to a report on Adweek, marketing agency DigitasLBi worked on the #InTheMoment campaign with Buick and helped broker a partnership between the automobile company and Rhett and Link.
Buick’s #InTheMoment Tumblr blog reads, “We all get lost in our smartphones. But imagine what you’ll find if you put the phone down for a minute. For a meal. For a conversation. For a road trip. Look up, live life, and join us in the moment.”
But first, watch check out the video: