The capital’s young drivers are being targeted in the latest stage of Transport for London’s road safety campaign.
A new advert depicting a young man confronting the tragic outcome of showing off while driving will screen in cinemas and on the XBox Dashboard for the next eight weeks.
It’s part of TfL’s efforts to reduce the number of people killed or seriously injured on London’s roads by 40 per cent.
In 2012, 4,684 people in London were injured in collisions involving young drivers.
TfL say programmes such as BBC Three’s Barely Legal Drivers show that some are tempted to show off when behind the wheel and take unnecessary risks.
Previous road safety campaigns have been aimed at cyclists and HGV drivers.
Leon Daniels, Managing Director Surface Transport, Transport for London said: “Driving too fast for the circumstances is often a factor in road collisions. Young drivers can lack road experience so judging hazards can be difficult.
“This hard hitting campaign reminds young drivers that they are responsible for the safety of their friends and of the consequences of not taking care behind the wheel.”