VIDEO: Clever driver awareness PSA shows how distracting a mobile phone can be

There's nothing like a challenge with a hidden lesson in it to really get you thinking.

THINK! Road Safety, an offshoot of the UK Department of Transport have created this video brain teaser in a bid to get people to stop using their phones while driving.

It starts off as a bit of fun, challenging people to spot the pink kittens in an exaggeratedly-interesting scene alongside a road.

But as most road safety ads go, it ends with a pretty messed up realisation.

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The video was posted to the THINK! road safety YouTube channel on Wednesday, and has since clocked up nearly 40,000 views.

Not bad for a commercial, especially one that doesn't have anything to do with lamb.

It's obviously not the first ad targeting mobile phone users behind the wheel, with distracted drivers being a huge issue on roads across the world for years.

Check out this one from South Africa, which went viral earlier this year:

Obviously, shooting off a text or scrolling through Instagram while you're operating a moving vehicle is a dumb bloody idea.

You'd have to be a complete roo head to think you can send a Snapchat or post on Facebook and drive safely at the same time.

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Using your phone while driving is illegal throughout Australia, while the laws about cradles and hands-free devices vary slightly from state-to-state.

Basically, the rule of thumb is to not touch your phone while your car's running and adhere to the absolutely classic NSW government road safety campaign with the catchphrase: get your hand off it.

The Brits' ad makes powerful statement and it's nice to see the difference between their means of conveying that message and how we do it... essentially by using a quote from The Castle.

The contrast is bloody beautiful.

[Image via Village Roadshow]