Diageo has released a virtual reality experience that is decidedly not fun. The video, called "Decisions," follows three groups of people whose stories converge in a tragic drunk-driving crash scene.

Diageo is making the video available on platforms including Facebook 360 and YouTube 360 as well as in a VR integration with The New York Times. It can be viewed on its own or by with headsets such as Samsung Gear VR, Oculus Rift and Google Daydream. The release was timed with the upcoming holiday season.

The project was led by Diageo's digital and culture and partnerships teams. The agency is VaynerMedia. The video was timed with the upcoming holiday season.

"With VR technology on the rise both in consumer interest and utilization, we believe this is the ideal method to directly and emotionally impact consumers," James Thompson, Diageo's North American chief marketing and innovation officer, said in a statement. "These days, it's easy for us to be desensitized to certain issues unless we live them out first hand. Our hope is that this will be truly jarring for people and will help inform responsible decision-making while enlisting their advocacy in the ongoing fight against repeat, hardcore drunk drivers."