A driving safety ad has won YouTube's first annual Ad of the Year Award. Like so many ads for driving safety, it misses the point entirely. People know what the consequences are. They don't need to see another ad showing blood, or crashes, or even very artistic takes on crashes like this commercial. There is nothing in an ad that can get people who will not wear their seat belts to start doing so because they don't think it will ever happen to them.
Why do none of these public service organizations realize that and instead drive home the statistics associated with accidents? You have to convince people that it can and will happen to them, not show them the juicy results of an accident that they don't think they'll ever encounter.