Raw footage of 38-year-old motorcyclist David Holmes smashing into a car at 97 miles per hour, as captured by his GoPro helmet camera, is being used in a British road safety ad with the permission of his mother.

"I know he rode fast that day. He loved speed but he also loved life," she tells the Telegraph. "This hasn't been an easy thing to do, but I just hope that somebody benefits from the warning; that people slow down and take time to look for bikes. I'm not a perfect driver. I've done silly things sometimes, and I've been lucky to get away with them. David wasn't lucky. The driver wasn't lucky."

The ad interlaces the crash footage and an interview with his mother about the incident. The crash video isn't graphic. It is chilling, though. The absolute and permanent stillness of the final image is intense without trying to be, which is rare in advisories like this. It also provokes that uncomfortable contradiction about things like this needing to exist even though they shouldn't have to exist.

Via Design Taxi.