The scene in the car is ordinary, fun even. Teens driving through a nice neighborhood listening to music, working a crossword and -- ominously, it turns out -- looking down at a text.
What happens after that split second is enough to make you jump out of your seat if you haven't seen it.
It's a haunting new anti-texting ad put out by the National Highway Traffic Safety Administration. The 30-second spot was released on YouTube April 3 to kick off National Distracted Driving Awareness Month.
According to the companion website, distraction.gov, 3,328 people were killed in distracted driving crashes in 2012 alone. The site says that 71 percent of teens and young people say they have composed or sent messages while driving. Even more -- 78 percent of teens and young adult -- said they had read a message while driving.