has unveiled a new campaign to help combat
. The German automaker is specifically focusing its efforts on curtailing texting while driving with a summer
campaign that kicks off this month and runs through the rest of the year. The company has worked up a few video spots that position images of over-protective parents against those who mindlessly text while driving. In addition to the commercials, BMW plans to run clever print ads that feature views from a distracted driver's position behind the wheel.
Finally, the carmaker will use ads to display large, bold lettering that spells out "Text messaging is very distracting" across participating web sites. The idea is that the jumping message will be infuriating enough to get the idea across.
U.S. Transportation Secretary
has commended BMW for its efforts, and says that he hopes other automakers will follow the Roundel's lead in the near future.
Hit the jump
to check out the first video spot and to take a peek at the full press release.