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.