“Svend, you can go looting and pillaging all you want, but you have to wear a helmet.”

From helmet hair to looking uncool, there are a million silly reasons why you might not want to wear a helmet when you cycle, but there is one very important reason why you should—it could save your life. Danish Road Safety Council recently collaborated with Copenhagen-based creative ad company &Co to deliver this serious message in a hilarious way. The ad revisits Denmark’s Viking origins to tell the story of a stubborn commander named Svend. The funny character refuses to wear his combat helmet before he and his men ride off to conquer England, but he’s eventually convinced otherwise.[…]

More: Hilarious Ad Shows Why You Should Always Wear a Helmet