AT&T pulls at the heart strings in this sobering ad that targets the culprit of too many automotive fatalities: impaired driving.

Whichever your impairment — alcohol, cannabis, or texting — your decision to get behind the wheel without your full attention is always within your control.

A recent study that investigated the proficiency of stoned driving found that tolerance directly impacts a driver’s performance — heavy consumers could still drive safely under the influence of more marijuana than the less experienced participants.

However, texting and driving has no such relationship — if your eyes are in your phone, they are not on the road — no amount of experience can change that, and no amount of regret can bring back lives lost.

Conclusion? Don’t do it.