"We want you to live."
But first, we want you to SHIT YOUR PANTS as you're paging through your Life magazine. Mobil is well known (among retired ad honchos) for their 1960s road safety campaign (Here's one of the more famous ones.). "Improper driving" kills and maims more drivers then any other cause? Can't dispute that. The copy on this ad is pretty novel coming from an oil company—drive less! (I don't think you'll see Exxon/Mobil running this type of an ad, oh, ever.) These days, Big Oil ads are all about Big Hearts, e.g.: Shell, Citgo and of course bp.
The Mobil ads were created by Doyle Dane Bernbach.