When the filmmaker Peter Watkins-Hughes was commissioned to make a public safety film for Gwent Police on the dangers of texting behind the wheel he made sure to find out first what kind of message young people would respond to.
The answer? The more gruesome the better.
The video above is a four-minute clip from a half-hour film that will air on BBC Wales this autumn and which the Gwent force is planning to show on school roadshows.
The entire film was made for about $20,000 - not exactly big budget even in Wales - but the sample clip has been viewed an estimated six million times since Watkins-Hughes, a former BBC producer who lectures at Newport College of Art, posted it on YouTube two months ago.
It's hard-hitting stuff, even by British standards, but the level of gore has prompted some debate in the US, where it's been widely discussed in the media.
Young people were telling us, ‘It needs to be more shocking, it needs to be more violent, it needs to be more truthful'," Watkins-Hughes told The New York Times.
“The reality is, if we want our message, which is a lifesaving message, to cut through, we have to adopt certain strategies,” he added. “In this one, we’ve gone for grim reality.”