AT&T Launch ‘It Can Wait’ Campaign in VR

Smartphones are an integral part of everyday life in today’s society, they are an information hub for people to contact and share with each other. Unfortunately a great number of people do this whilst driving, leading to accidents which can sometimes be fatal. For the last five years AT&T has been running the ‘It Can Wait’ campaign, urging drivers to ignore their phones whist driving. Now the company has launched a virtual reality (VR) experience that simulates what can happen in the blink of an eye.

The new VR experience for the ‘It Can Wait’ campaign simulates, in an immersive but safe 3-D setting, the potentially deadly consequences of glancing at your phone while driving. AT&T will be touring the US, bringing the experience to 100 cities across the country by the end of the year. The company is collaborating with Samsung, Bose and Google, with the companies providing the Gear VR head-mounted display (HMD), QuietComfort 25 Acoustic Noise Cancelling Headphones and Cardboard respectively. 100,000 of the Google Cardboard HMD’s will be given out at tour stops and viewing events.


Alongside the tour a free VR app is also available to download for iOS and Android to use with the Google Cardboard HMD and a compatible smartphone.

The campaign has been running since 2010 and recently new research shows that 7-in-10 US drivers use their smartphone whilst driving.

The “It Can Wait” VR experience was created by Reel FX, also responsible for Reload Studios’ debut trailer for World War Toons. VRFocus will continue following all the latest announcements regarding VR.