Ad Shot On Cell Phone Cam Dramatizes Teen Traffic Death

We received this last week and thought it was a joke (there was no tagline). Apparently, our viral radar was out of service. Turns out, it's an ad campaign in the UK for the Department of Transport bringing to light the fact traffic accidents are the biggest cause of accidental death for 12-16 year olds. The ad was created by Leo Burnett's Paul Hordan and Angus Macadam and shot by kids on cell phone cameras. After circulating last week online, it aired on television over the weekend. Dramatic stuff.