The New Zealand Police release powerful and emotional new ad to stop speeding

The New Zealand Police want all Kiwis to know there are no excuses for speeding.

Releasing a powerful and emotional new road safety campaign, titled Through My Eyes, with Waka Kotahi NZ Transport Agency, the boys in blue highlight the stark contrast between the excuses police hear for speeding and the horrific scenes of car crashes they see.

The advert shows a police officer going about his normal daily routine - ordering coffee from a cafe, talking to his children and having lunch, which coincides with him pulling over speeding drivers and hearing a number of "same old excuses" before cutting to a grim scene of a car crash that he responds to.

Superintendent Steve Greally, Police’s National Road Policing Director, explains that police hear a variety of reasons from drivers trying to justify their speed who believe they won’t get caught, crash or hurt anyone.

The excuses commonly include "I was only a few kilometres over", "I know these roads like the back of my hand" and "I wasn’t going that fast."

However, police, more than most people, are the ones who go on to see the consequences of speeding drivers.

"There’s just no reasonable excuse for speeding. We see the unnecessary harm on our roads as a result of excessive speed every day.

"Police are committed to making Aotearoa New Zealand’s roads safer, but we need everyone to play their part in reducing the number of deaths and serious injuries," Greally said.