Meanwhile a boy racer overtakes another car at speed, swerves to avoid a dog, causing a series of crashes that sends a car careening towards the young couple.

The boy is crushed . . . in case we're unclear he vomits blood . . . the girl is pinned between her dead boyfriend and the wall.

The ad, titled 'Mess', is an all-island spot (do they change Cork-reg number plate of the offending vehicle when it airs up north, we wonder) produced by Belfast agency Lyle Bailie, which has the contract for the RSA and the north's DOE. Its first airing was after 9pm, we're told, at the insistence of broadcast authorities on both sides of the border; it has a 15/15A cert for cinema.

Lyle Bailie cite research saying that these sorts of shock-horror ads (right down to horror FX of ripped flesh, buckets of blood and screaming pretty girl) are effective. They even argue that viewers who change the channel to avoid seeing it is a positive outcome . . . because they've had an emotional impact.

Publius remains sceptical, as does a credible body of academic research, notably from Australia, which suggests the death porn ads don't actually change behaviour, no matter how good the production values. Publius is also, it must be said, still suffering from loss of appetite. Count us among those who will be keeping the remote handy for a while.

HIBERNIAN TO SPONSOR Despite our reservations about the execution, kudos to insurer Hibernian which along with Norn Iron sister firm Norwich Union has become a three-year sponsor of the RSA for a sum in excess of 1m. The sponsorship is certainly to be applauded; hopefully to be matched by some support for independent research about the ads' effectiveness.

The word is that 'Mess' will be followed up with another spot . . . this one described as "more lighthearted" . . . called 'Crash'.

Sounds like a scream to us.

GAZETTE IN THE HOUSE This week the Gazette Group will launch a new title selling for 1.50, the 'Dundrum Gazette', for the areas of Dublin 14 and Dublin 16. The Gazette Group, which in February sold a 43.8% stake to 'The Irish Times', publishes existing paid-for titles for Lucan, Clondalkin and Blanchardstown. The Times reported its initial investment was 2.5m to fund further expansion.

Promotional copies of the Dundrum Gazette promise to be "best for D14 and D16 property".

That the PTSB houseprice survey last week showed an actual decline in the national average house price for the first time since Adam was a boy, may make some wonder if the strategy of micro-targeted property ads might be a bit dated, but we actually think that it makes more sense than ever in a market that will have only pockets of price growth. [Hat tip to eagleeyed meeja blogger Blurred Keys]

VISITORS OF DESTINY Publius finds the recent Fianna Fail campaign unnerving. Perhaps because it reminds us a little too much of the creepily banal propaganda posters employed by the alien baddies in the 1980s US scifi series 'V'.

In order to promote the TV show, which pulled in some 80m viewers at its height, the posters appeared with little explanation in subway stations and bus shelters with no reference to the upcoming programme.

Days before the show's air date, marketers in the dead of night spraypainted the same posters with a red 'V'.

Sadly we don't expect a similar tactic from the Soldiers of Destiny on those 96 sheets with the old folks flanking Bertie (disturbingly similar to the one on the left, pictured).

Though we understand you can do wonders with Photoshop these days . . . and we still hope someone rips off Dick Roche's human-like mask during the party political broadcast to reveal the lizard beneath.

TIPS, BRIBES & ABUSE all welcome at rdelevan@tribune. ie