South Dakota officials have pulled the plug on a public safety campaign that was supposed to raise awareness about driving on icy roads but instead has steered some people’s minds straight into the gutter.

The Department of Public Safety pulled the “Don’t Jerk and Drive” ads, which played on the double meaning of the word “jerk.”

Highway Safety Director Lee Axdahl told the Argus Leader that the double meaning was intentional and meant to grab the attention of drivers.

But Axdahl’s boss, Public Safety Director Trevor Jones, thought the risqué ad would do the opposite and distract them.

Jones yanked the social media and television ads and said he doesn’t want innuendo to pull focus for the main message of saving lives on the road.