This is one dark PSA.

A billboard placed on a busy Toronto highway is actually encouraging people to text and drive. Even more disturbing, the ad appears to be from a funeral home.

John St. / Via wathanfuneral.com

But anyone who googles "Wathan Funeral Home" to make a complaint will find a website that explains the ad is a PSA and the funeral home is't real.

"We're just trying to get Canadians to stop texting and driving, which is projected to kill more people in Ontario this year than drinking and driving," the site says.

"Which should make you even madder than our billboard did."

The ad was created by the Montreal office of the John St. ad agency, and the billboard space was donated by Cieslok Media.

"People see and hear the words 'Don't text and drive' almost every day, but the number of people doing it keeps going up and up," said Mylene Savoie, the managing director of John St. Montreal. "So we wanted to think of a different way of saying it that would make people think about the real consequences. Which is where 'Text and drive' came from."

John St. / Via wathanfuneral.com

So far people are describing it as "morbid, but definitely clever."

Twitter / Via Twitter: @IlianaSergeev

"Malevolenty clever."

Twitter / Via Twitter: @iClaudia99

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