This British TV advertisement from Transport for London is a fresh, if not sobering, approach to tackling the subject of safe riding practices not only in the UK, but around the world. In it, there’s a man lying on his back with medical personel surrounding him, trying to save his life. He’s clearly been in an accident and is on the brink of death. The camera focuses directly on the man’s face as he says “I’m going into cardiac arrest now. Silly place to overtake, really. Still, you live and learn – don’t you?”

The message is a constant reminder to ride within your means, as getting home safely will always be more important than screaming past the slow car in front of you in a fit of road rage and frustration. What do you think of this bold approach to motorcycle safety? Too much? Not enough? Say something in the comments section below.