City transportation officials are hoping to drive the point home when it comes to drinking and driving this holiday season.
The DOT is partnering with the Brooklyn Nets and Barclays Center to launch a new ad campaign.
The ads emphasize that every driver has a choice: Either use a designated driver or get a ride to jail.
The ads will play at Barclays Center events.
High school students at Friday's unveiling say they're already paying attention.
"Very inspirational. Makes me think twice about what I'm going to do - you know."
"I can't drive yet, but when I am able to drive I'll keep it in mind," said one student.
"How many people lost their lives, and it's not good to be under the influence while driving," said another student.
According to officials, drunk driving related deaths have risen 125 percent over the last three years.
That comes out to 20 more DUI related deaths than this time in 2010.