Spot the Pink Kitten That Matters in This Trippy Road Safety Ad Aimed at Young Drivers

A new PSA for Think!, the road safety campaign from the U.K.'s Department of Transport, warns young drivers of the dangers of looking at their phones while driving by reeling them in with something they'll love: pink kittens.

The ad, by AMV BBDO, features more than 100 pink kittens in a street scene. Just like a viral video that might appeal to millennials, the film challenges viewers to see if they can spot the pink kitten, when taken through the 100 foot scene in real time. When the film is played back in super slow motion, viewers can see how many pink kittens they've missed: they're everywhere, hidden in graffiti, painted on walls, on balloons.

The ad is directed in trademark trippy style by Iconoclast directing duo We Are From L.A., the French directors whose work includes Pharrell Williams video "24 Hours of Happy,", and the soundtrack --Aphex Twin's "Windowlicker" -- also gives it the feel of a music video.

We're lulled into the fun, but at the end of the spot, there's a sudden realisation there is really only one pink kitten that truly matters: the one held by a young child crossing the road with her mother in front of a driver who's looking at his phone.