DraftFCB were shocked by the alarming fact that each year an average of 100 children are killed by motorists in urban areas and decided to create an ad on that topic as a reminder about the importance of safe driving. This ad which appeared in Top Gear shows a typical scene of a child playing with chalk but places him on a residential city street creating his own CSI-style white body outline as a stark reminder that motorists should observe the speed limit and slow down in these areas.