Scared straight. That seems to be the tactic of a new advertising campaign from Transport for London, which shows a man lying on his back in motorcycle gear with a broken and battered bike not far from his broken and battered body. Surrounded by paramedics, the man, who’s mouth is moving but nothing else, says, “I’m going into cardiac arrest now. Silly place to overtake, really. Still, you live and learn – don’t you?”

Well, not if you’re dead, which is clearly what the ad is implying.

It’s a sobering message, to be sure, and one that has drawn a fair share of criticism from The Motorcycle Action Group in the UK, which has “expressed grave concerns” over the message of the advertisement, which will air in UK cinemas for the next several weeks.