YouTube's Nikkie in a distracted driving ad from VolkswagenEnlarge Photo
April is Distracted Driving Awareness Month, so organizations around the world have ramped up efforts to remind motorists about the importance of keeping both eyes on the road and both hands on the wheel.
Of course, when we think of distracted driving, we tend to think about the use of mobile phones, either for texting or talking. But there are plenty of other distractions -- in fact, a recent study conducted by the Department of Transportation showed that the biggest distraction for drivers was talking to other people in the car.
According to Volkswagen, putting on make-up while driving is an equally big problem, accounting for half a million accidents in the U.K. alone. Now in fairness, we should point out that Volkswagen got that figure from this article in the Telegraph, which doesn't seem entirely convincing. But whether make-up causes 500,000 collisions or 5,000, the figure is far too high.
And so, Volkswagen has teamed up with the Berlin outpost of marketing firm DBB to create a virally oriented video starring YouTube sensation Nikkie. Nikkie is a young Dutch woman who spends a lot of time making YouTube videos about her shopping hauls -- especially her make-up purchases. Over 170,000 subscribers watch her video clips, which demonstrate the finer points of make-up application.
Nikkie's clip for Volkswagen starts out like many others, but the end is very, very different. We won't spoil it for you: have a look, then share it with friends and family. (And FYI, you might want to turn down the volume a bit before pressing play.)
And women, lest you think we're picking on you, please note that men are just as bad when it comes to distracted driving. They comb their hair, eat, and talk on the phone as much as anyone. If any man berates you for being a danger behind the wheel, just remind him that guys are responsible for 60% of all accidents.