Definitely in your face messaging, but I wonder how effective ads like this really are. I mean, will people see this, identify with either character and then slow down? I doubt it. OTOH it might start a conversation around a dinner table or an office water cooler which might help change behavior. Besides, we’ll never see something that graphic on tv in the states – unless it’s part of the show (not the commercial).
Side note: the same thing is true of US tv news. Watch overseas news sometime after a terrorist bombing or war bombing. Not that I always want to see blood etc., but sometimes not showing it is a disservice to what happened.