In one of the most clever safe driving ploys from Nationwide Insurance, a 490-ft stretch of bumps and groves on Route 66 in New Mexico plays "America the Beautiful," if you drive the speed limit. Additionally, the grooves play Nationwide jingle for a few feet after the song.

Here is how this safety measure and slightly shameless plug were created:

In order to pull off the engineering feat, a local road contractor built steel templates that could produce various pitches when pressed into the asphalt. The rumble strip is essentially a more meticulous version of the ones that warn you when you’re straying from the road. There are even notes painted onto the side to indicate when the pitches will sound.

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