“Loot and Pillage All You Want, But Wear a Helmet”

In an attempt to bring awareness to a serious—sometimes fatal—matter, the Danish Road Safety Council has taken a lighthearted approach to convince its countrymen to wear helmets while on the road.

In the ad, a rough and tough Viking chief becomes the unwilling spokesman for protective headgear as he’s convinced to don a helmet for his own good.

The ending takes a surprise turn, further cementing that helmets have always been a good idea. In the U.S., more than 5,000 bicyclists and motorcyclists were killed and 133,000 were injured in traffic crashes in 2019 (the latest year data is available).