“Please, I’ve got my boy in the back” — You know how this gut-wrenching PSA will end, but it still hurts

The New Zealand Transport Agency has released a cinematically impressive and genuinely spine-chilling PSA on the potentially fatal results of speeding.

The ad creates and prolongs a sense of doom and helplessness by stopping time and allowing the drivers to briefly chat about whose fault the accident is before it happens. And then — the end…

(via Adweek)