The acclaimed German film director Werner Herzog has shot a thought-provoking and rather brutal documentary that highlights the dangers of texting and driving. The 35-minute film “From One Second To The Next”, sponsored by AT&T, Sprint, T-Mobile and Verizon, combines real stories of the people who had been affected in the car accidents caused by texting while being behind the wheel.

Usually, the popping of champagne bottles marks the end of the world cup of advertising—the Cannes Lions International Festival of Creativity—where this year more than 35,765 entries from 92 countries competed to bring home one of the much-coveted Lion trophies. But perhaps it should have been sirens that signaled the end of this year’s commercial power struggle—a signal of distress.