Young Scottish drivers are being invited to "Pimp Your Last Ride" in a bid to cut speeding on rural roads and lower the cost of young driver car insurance.
Road Safety Scotland had put together a radio commercial spoofing the popular MTV show, in which a rapper's voice describes customising a hearse.
"What kind of box would you like to travel in - oak? Teak?" he asks. "What kind of flowers do you want on board - how about your name in roses?"
It's hoped that referencing youth culture like this will help drive the road safety message home more effectively.
Mike Page, spokesman for the young driver car insurance experts at Hoot, said: "Attempts to 'get cool with the kids' have been ridiculed and ignored in the past, but with its morbid humour this latest campaign seems to have a bit more credibility.
"We'll just have to wait and see if it has any impact on Scottish crash rates or motor insurance quotes," he added.