To raise awareness of the need for winter tires Kwik-Fit started a viral campaign. We see the Dutch weatherman Piet Paulusma presenting the weather on location. Until he suddenly got hit by a slipping car without winter tires...
Planet X FX combined several plates into a convincing final result.
The viral had a lot of views on YouTube after 'GeenStijl' published the video and cut off the end. People actually thought Piet Paulusma was hit by a car and died. Also, a short part of the viral is edited in 'The Experiment' in which lead actor Adrien Brody had to look to a number of shocking images.