This document analyzes a TH!nk campaign advertisement that aims to get people to watch their speed while driving. The ad uses moving images and ambient sounds to tell the story of a man who hit and killed a child with his car due to speeding. It focuses on showing the man's emotions through close-up shots to convey the guilt he feels for his actions. The ad's main message is to make audiences consider what it would be like to live with the consequence of killing a child through reckless driving, and to encourage them to pay attention to their speed. The shocking and emotional nature of the ad is believed to effectively communicate this message and get people to drive more safely.