This is a new anti- gun crime cinema advert made by Choice FM (Matt blogged this before me)
The remarkable thing is that, as jaded as I am, I actually found myself thinking they really were going to show what it looks like when you shoot a kid. Obviously, it would have been done via CGI rather than actual homicide, but I was still really expecting it. When the kid's head came up, I actually drew breath. Clever stuff. Oh, and I like the way the skin of the fruit sort of splits itself into little segments - that's neat.