"It's also incredibly frustrating for Police to see people losing their lives in completely preventable incidents."
O'Brien said the same things were killing people on our roads.
"Speed, alcohol, distraction and unrestrained drivers and passengers are still the cause of death and serious injury."
Just yesterday a motorcyclist was killed in a collision in Canterbury, another person died following a crash involving a ute and a milk tanker in the Waipa district and last night a pedestrian died in a crash in Rotorua.
Today eight people were injured, one seriously, following a three-way crash with two cars and a bus near Auckland Zoo.
In the statement police asked drivers to remain focused on preventing these four main behaviours and be patient as everyone is trying to get to loved ones safely.
"We'd rather you arrive alive than not at all," the statement said.
"Police will continue to have a visible presence on New Zealand roads this summer, taking enforcement action where necessary, but ultimately, drivers have the responsibility to keep their passengers, other road users, and themselves safe this holiday period."
As of 8am this morning, police said 310 people have died on New Zealand roads in 2021.