An Example of an Unsettling PSA/PIF/Social Ad - Here's my illustration (not an exact interpretation, but you get the idea) of the old Water Safety New Zealand social ad. It shows a dark, lonely river at dusk, and it fades into a line of floating candles swiftly flowing along with the current to disturbing bass music. As the dimly candlelit river flows, a male voiceover tells viewers that too many kids lost their fathers and too many women are made widows. Why? Because too many men drowned due to consuming alcohol while doing water activities. Ugh - this is not something you should watch alone in the middle of the night. Good thing there's no floating coffin where I have expected or else...