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. Feel free to watch the video below, and then let us know what you think in the Comments.


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    • 1 Second Ago
  • 35 Comments
      Jason
      • 1 Year Ago
      I love the ad's in the UK, their so graphic and violent. It's true advertising, something that you would never see here in the States. Hell, here in the States an Ad for Cheerios involving a mixed race couple set the ignorant people off, what would one of these kind of ad's start?
      Sandy
      • 1 Year Ago
      Not that shocking - think they should have made it even scarier. However, I will say as a former motorcyclist that most problems were caused by people driving cars. Cutting right in front, trying to run you off the road, and generally being nasty - seems like a lot of drivers don't like it that motocycles can "cut" through heavy traffic - leaving them behind! And I don't mean speeding, but being able to go "between" cars when traffic is practically stopped. It's is legal and when done safely and correctly does not pose or cause problems for car drivers but does seem to tick them off, lol.
      diffrunt
      • 1 Year Ago
      Should be expanded to include all types of driving no-nos.
      Buckingham's
      • 1 Year Ago
      If it's shocking to some people, then it has served its purpose! The street is NO PLACE for riding unsafely, and that means over 100 mph! Ride safe and live.
      stevenh
      • 1 Year Ago
      there is a reason why they call sport bikes 'donor bikes' these bikes are as quick as an F1 car and the drivers think that they are in a Motogp race on the road
        designermart
        • 1 Year Ago
        @stevenh
        Excellent point. I have a scooter and motorbikes are militant towards me ! They should calm down, control the aggression and ride with more consideration for other road users.
      • 1 Year Ago
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        BryanGx
        • 1 Year Ago
        The dead guy was saying something about "overtaking," implying that he likely popped out of his lane before the driver of the oncoming car could react.
        David
        • 1 Year Ago
        The best way to remain alive on a motorcycle is to take it for granted that everyone else on the road wants to kill you - problem solved. And, you pay special attention to the multi-taskers driving with one hand on the wheel & one pressed against their ear.
      Cody
      • 1 Year Ago
      So it's ok for a vehicle to overtake a bike (bicycle or motorbike) as dangerously as they want and get people killed. sure.. let's blame everyone traveling on two wheels.. Yes not everyone on two wheels drives responsibly, but to basically say that everyone traveling on two wheels is a reckless idiot is asinine. I've seen tons of helmet cams from the UK that clearly shows the drivers of a vehicle with 4 wheels overtaking dangerously and then having the gall to try and physically assault the person on the bike via their car or blocking them in and getting out of their vehicle.. Here's a tip for you UK. train your drivers not to overtake 2 wheelers or 18 wheelers dangerously instead of blaming the 2 and 18 wheelers because morons on 4 wheels can't sodding drive properly.
      • 1 Year Ago
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      Jesse Gurr
      • 1 Year Ago
      I really couldn't understand a lot of what he was saying.
      FCI Fincl Serv
      • 1 Year Ago
      I love motorcycles, especially Harleys. Nothing like my neighbor (he took the factory installed mufflers off his hog and has the loudest Harley) getting drunk and driving up and down the street in front of my house. My walls shake so much that I thought it was a tornado at 3:00AM! The Police will do nothing (they have Harleys) and my other neighbors had to move because their 4 year old daughter had heart surgery and the little girl couldn't sleep. My neighbor has a 3ft long pony tail and doesn't wear a helmet. We were hoping the pony tail would get caught in the bike's rear wheel and possibly end the problem. No such luck!
      Lu Ann
      • 1 Year Ago
      Well personally, I find bicycles, joggers, & people strolling with baby carriages far more dangerous on the roads, than motorcycles , cars & trucks. If one cannot keep up with the speed of traffic, I feel they have no place there at all. I believe shocking commercials are especially good for young drivers/riders...vehicle & motorcycles
        rohrscheibcroh
        • 1 Year Ago
        @Lu Ann
        baby carriages in the street or crossing at a cross walk I have been cussed out for just crossing at a stop
        David
        • 1 Year Ago
        @Lu Ann
        As someone who often uses a bicycle on the roads I'd like to see all the cash I devote to paying taxes used to create more cycle lanes. This will keep cyclists, which if necessary are allowed by law the use of an entire lane in this state, safe from drivers with attitudes such as Lu Ann's. Before the topic is brought up, yes, I do obey all laws on my bike, exactly as I would on my motorcycle or in my pickup.
      • 1 Year Ago
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