JWT, Finch and Emotiv have joined forces to launch the world’s first attention-powered car in a campaign for the RAC in WA.

The campaign aims to raise awareness of the importance of paying attention when sat behind the wheel.

The Attention Powered Car uses neuro technology, developed by Finch and Emotiv, to make the car go when drivers are paying attention and slow down when they are not.

Mark Harricks, executive creative director at JWT, the agency behind the campaign, said: “Inattention is such a broad, complex term that includes both physical and mental distractions. As such, some drivers don’t even realise they’re being inattentive. This car lets us show drivers in real time exactly the moment it happens.”

Doni Savvides, JWT Perth’s business director, added: “The car’s launch and supporting campaign is just the beginning of a bigger initiative by the RAC to make the problem of driver inattention personally relevant to people, and to provide the RAC with real data that can be used in the future.”

The campaign features a TVC, press, online and social.