Warning: The video above contains upsetting content.

Don't speed, OK?

Follow that advice so you don't need to watch this disturbing public service announcement from Northern Ireland's Department of the Environment. The spot shows a group of kindergarten-aged kids on a field trip, set against a mournful version of Guns N' Roses' "Sweet Child O' Mine," intercut with another story showing a man getting ready for work and driving off.

You can guess what happens next, though you might not anticipate how graphically the ad illustrates the appalling premise.

"Since 2000, speeding has killed a classroom of our children," the voiceover warns. "Shame on you."

A representative for the Department of the Environment rep told The Daily Mirror that putting children in danger is one of the few factors that compel the average driver to slow down. The agency also wanted to convey the message that speeding is more than an incidental contributor to road accidents.

The explicit nature of the ad may actually limit its efficacy, however. Since the ad has been deemed too intense for kids, watchdogs in the country have relegated TV placements until after 9 p.m. local time.