Too scary?

I found this ad on the internet this morning that has been used in New Zealand. Looks normal right? At first I was extremely confused because it just contains an image of a little boy and a message warning drivers to be cautious when the roads are wet. After I read more about the advertisement, I was a little terrified to find that when it rains, the image turns red so that it looks like blood. This advertisement makes the argument that drivers must accommodate their driving tactics to the weather on the grounds that rain changes the road conditions. They use the bloody image of this little boy to convey the pathos in order to convince the drivers to adjust their behavior. Car accidents cause thousands of deaths each year, and I believe that this is a realistic argument. Many times things that the public is exposed to are sugar-coated and censored, and having an advertisement that stresses the danger of driving in the rain is effective, even if it might be a little on the violent side.