“Now you see it, now you don't.” Image by Fiat.

This simple but profound anti-drunk driving ad shows how drinking can impair a driver's attention, making other people on the roads less visible.

The ad comes from Fiat Brazil and shows a bicyclist who disappears after the tab on a beer can is opened. The text reads “now you see it” on the left, and “now you don't” on the right. In addition to the bicycle version here, there are also versions with a pedestrian and a red light.

Since Fiat is a car company, it's unlikely these ads ever made it onto actual beer cans. Still, I appreciate that they show how drivers' actions can impact innocent people using other modes.