The month-long radio and TV campaign, by M&C Saatchi, breaks on 7 March.
A series of three TV ads will air over a single commercial break, spanning a similar amount of time a motorist might wait at a level crossing.
In the spots, a car driver becomes frustrated at being kept waiting. On attempting to cross the tracks, he suddenly brakes as a train speeds across his path.
Ads carry the strapline ‘They’re not time-wasters, they’re lifesavers’.
Network Rail head of marketing services Mark Shaoul said the aim was to create a ‘real change in behaviour’.
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