Every week, 55 teenagers are seriously injured on Britain's roads, and the new Department for Transport ad campaign demonstrates that they need to stay alert. The 40-second spot, created by Leo Burnett, uses a mobile phone and a group of teenagers who live in and around the Stoke Newington area in North London, none of whom are actors. It shows them laughing and joking on a street. As the shaky camera action follows the group down a street, one of the gang walks into the road and is hit by a car. The strapline reads: "55 teenagers a week wish they'd given the roads their full attention."