The Government has released a shocking new advert in its latest campaign against drink-drivers.
Designed to hammer home the shattering impact of hitting a pedestrian, the video shows clips of unsuspecting drinkers washing their hands in the toilets of a north London pub.
All seems normal, until, while admiring themselves in the mirror, the drinkers suddenly recoil in horror as a lifelike mannequin is hurtled into the back of the mirror from an adjoining room.
With a realistic face and with blood running down the mirror and into the sink that until seconds beforehand was being used by the pub-goer, it chillingly recreates the horror of the sort of accident that tragically happens all too often.
The ad is the work of the Leo Burnett agency, which created it for THINK! – the road safety campaign run by the Department for Transport.
Drink driving has seen a steady decline over the last 30 years, but as it is still the cause of 15 per cent of all road deaths, it remains a priority for Government to eliminate it altogether.
Currently those caught driving while under the influence of drink or drugs face an instant driving ban, a fine of up to £5,000 and a criminal record.
You can watch the advert below, though be warned: some viewers may find it distressing.
Do you think high-impact campaigns like this have any affect on drink drivers? Or do you think the only way of reducing drink driving is through increased penalties? Have your say below.