Sussex Safe Roads - One of the best emotional communication you've seen?

I saw a twitter note by Brandamentalist about this road safety ad by Sussex Safe Roads. And I think it's so good so I really want to make a note of it here too. Being a firm believer in the power of tucking into the emotional side of communication I find this ad refreshing, appealing and very creative. So, enjoy some powerful emotions and a very strong message! I guess the issue of wearing seatbelts is not huge in lefty brain safety focussed Sweden. But in countries where this is an issue this message should be very powerful. Would you wear your seatbelt after seeing this?