If there is one constant among drivers, it’s that many feel they are the best driver on the road. That arrogance leads motorists to drive faster than conditions or their experience allow. The consequences of making a mistake behind the wheel can be greater than making a mistake almost anywhere else.

Which is exactly what the New Zealand Transport Agency is getting at in a powerful safe driving ad, released two days ago. It went viral almost instantly, and it’s easy to see why: it’s shocking. It’s unforgettable. And it’s sure to make every driver think twice about speeding and the consequences of split-second judgement errors behind the wheel.

“This campaign aims to reframe the way that people look at their speed when they’re driving,” the agency explains. “A person may be a good driver but they can’t deny that people do make mistakes – after all, to err is only human. … We usually get to learn from our mistakes; but not when driving. Even the smallest of mistakes on the road can cost us our life, or someone else’s.”

In the ad, shown below, an impending crash is put on pause while the victim gets out and pleads for his life and that of his young child. It’s not overtly graphic, but it is utterly chilling. We must caution that this ad may disturb you, because it was meant to. Watch it here, below, then take our poll to tell us what you think: Too shocking or Very effective.

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