British Department for Transport road safety campaigns are usually fairly sombre affairs.
Young male drivers (always the target demographic for this sort of thing) are now well used to seeing gritty DfT posters of crashes and crash victims that are designed to warn them off reckless driving.
Such moralistic marketing is considered the most effective approach to road safety in the UK. But authorities in Denmark are experimenting with a sure-fire way of getting young men's attention.
That's right: they're going with boobs.
"Speedbandits", the latest Danish road safety campaign, features topless Scandinavian beauties waving speed limit signs to warn young male drivers to slow down.
Perhaps not surprisingly, it's proving very effective - over 50 percent of those who'd seen the video said they now think more seriously about the consequences of speeding.
Responding to claims that the ad is deeply sexist, Julia Pauli from the Danish road safety council said: "If you want to reach the young people, you have to communicate on their conditions. So, topless women are working."
If the campaign lives up to its early promise, Danish people can look forward to safer driving conditions and cheaper young driver car insurance.
"I think maybe the end justifies the means in this case," said Mike Page, spokesman for the young driver car insurance experts at Hoot.
"I've always been against the objectification of women," he added, "but as the campaign had the potential to save lives (not to mention cutting the cost of motor insurance quotes), it still seems pretty commendable."