The city’s is bringing its reputation for gruesome and grisly ads to the Vision Zero street safety program.

The city Department of Transportation released a TV spot called “Racer” that shows a speeding driver barreling into a right-hand turn as young child on a bike and his mother cross the intersection with the light. The camera cuts off right before the moment of impact.

The “Racer” spot is part of the “Your Choices Matter” advertisements to shock viewers with the “real-life impacts of high-risk driving choices,” according to the DOT’s release.

The ad ends with a shot of the child's spinning wheel, then the message: “He wasn’t racing. The Driver Was,” reminding viewers to “slow down. Your choices matter.”