DOE Road SafetyNorthern Irish road safety ad agencies specialise in scaring the bejesus out of viewers, often to a sweet but unsettling soundtrack. This 2014 road safety advert plays on the statistic that since 2002, 28 children have lost their lives in Northern Ireland as a result of speeding cars. As a sweet female voice sings Guns N Roses Sweet Child o' Mine we see a class of young schoolchildren getting ready to go on a field trip a young boy plays with a blue toy car, a chilling portent of whats to come. The advert then flicks between the children settling down for a picnic and a hurried young man grabbing some toast and heading out towards a familiar looking blue car you can see where this is heading. As the man speeds through country roads his eyes suddenly widen as he misjudges a corner. The car skids, spins over a wall and sends it hurtling towards the children andlets just say the picnic was ruined.