Did you know that in Ireland, 28 children were killed by speeding accidents since 2000? A new ad for DOE Road Safety makes that abundantly clear in an ad that’s so disturbing that it’s banned from being shown before 9pm. Scored to a melancholy acoustic version of GN’R’s “Sweet Child of Mine,” the ad shows a classroom full of children going on a field trip, one of them playing with a toy car. That’s interspersed with scenes of a guy in a hurry getting into a real car and getting into an accident where his car veers off the road and crushes all 28 of the children. “Since 2000, speeding has killed a classroom of our children,” says the ad’s narrator. “Shame on you.” It’s haunting, and apparently making an impact, as it’s been viewed over 2.2 million times since being uploaded a little over a week ago.