The National Highway Traffic Safety Administration kicked off National Distracted Driving Awareness Month with a jarring 30-second ad you have to see to believe.
Its shock value is meant as a scare tactic, undoubtedly, but the realism of how even one careless texting while driving incident can be deadly is equally undeniable.
Take a look at the spot for yourself below:
The ad, from The Tombras Group, draws you in with a scene from any ordinary day and place, featuring a few teenagers laughing and chatting in a car.
The driver then receives a text, looks at her phone and blows past a stop sign half a second later, when she gets crushed by a truck in painfully slow motion.
It's powerful and upsetting, by design.
A police officer then says: "Nobody likes to be stopped by the police. But if I had seen her texting while driving and given her a ticket, it just might have saved her life."
As part of the push, the NTSB has also launched Distraction (dot) gov, a website about texting and driving hoping to reduce "distraction-affected" crashes.
Watch this ad and you might look at the seemingly harmless practice differently. Notice how she didn't even try to write back? All it takes is a split second.