YouTube has named their ad of the year, and it’s proof from the United Kingdom that a powerful ad will almost always have a simple message.

“Embrace Life,” a PSA for the Sussex Safer Roads Partnership, is quite simply a reminder to always wear your seat-belt, but it also reminds drivers about the best reason to stay safe on the roads as well: their families and loved ones.

Watch the ad below:

(As a side note though, how bad is it that I thought at first that it was an Xbox 360 ad for Kinect?)