Anti-drink drive ads for Live
These people, cool are they?
The Scottish Government has decided to combat drink driving by appealing to young male adults through computer games.
Its fledgling campaign will cost GBP 10,000, according to the BBC, and produce billboard-style adverts to those of you playing Need For Speed Carbon, Project Gotham Racing 4 and Pro Evolution Soccer 2008 online.
During the festive season more than 150 drivers under the age of 25 were caught with too much alcohol in their blood, prompting authorities to experiment with new ways to get the anti-drink driving message across - clearly the telly with its destructive pub tables and weird multi-accented barmen is falling short.
And given that more than 70 per cent of 15 to 24 year olds in the UK apparently have a games console in their house, this seemed like an ideal place to start.
The adverts are said to be non-intrusive and subtle, and should be appearing soon to UK gamers.
Keep your eyes peeled, then, while obviously simultaneously concentrating on the in-game roads and not crashing.