Don't look now (but Qualcomm knows you won't anyway)

First work from McCann since winning the account serves up backyard antics.

Commercials can’t compete with the allure of the second screen, so why bother? Mobile tech giant Qualcomm consolidated its creative account with McCann last fall, and the first work born from the partnership embraces this harsh truth with wacky visuals. The "Ignore This" campaign runs through the end of September on TV, OOH, digital, social and print placements.