Melbourne Metro’s “Dumb Ways to Die” Campaign Is Rather Brilliant

    November 16, 2012
    Josh Wolford
    Comments are off for this post.

Trains are dangerous things. And if you’re not careful around them, you could end up dying in the dumbest way possible.

That’s the message behind a new viral ad campaign for Melbourne, Australia’s Metro Trains. They’ve tapped a local artist to record a catchy little tune and set it too the cutest little death animations you’l ever see. The result is “Dumb Way to Die.” Check out the video below and be prepared, it will get stuck in your head:

“This campaign is designed to draw people to the safety message, rather than frighten them away. Especially in our younger segments. We want to create a lasting understanding that you shouldn’t take risks around trains, that the prospect of death or serious injury is ever-present and that we as a community need to be aware of what constitutes both safe and dumb behavior,” Metro Trains’ Marketing Manager Chloe Alsop told Australian media news site Mumbrella.

The viral video isn’t the only weapon of the campaign. They will also be running print and radio ads, as well as giant posters inside the train stations that feature our cute little friends and the lyrics to the song.

There’s even a Tumblr blog set up with fun GIFs of all the dumb ways to die featured in the video.

Sometimes, you need a little bit of humor to sprinkle on deathly serious ad campaigns. Metro Trains, you’re doing it right.


[via reddit]
  • Katie

    I’ll quite possibly have this stuck in my head forever

    • http://www.webpronews.com/author/josh-wolford Josh Wolford

      I warned you…

  • rob waters

    This really is superb. Can someone please post the lyrics? I’m at an open mic night in Newcastle, UK and I wanna play it but even though I’ve watched the vid a dozen times I dont know the lyrics off by heart yet. Plus, the underground system here is called Metro too… pretty sure with the right publicity you’d be able to get this vid used for train safety here. Get on it!

  • Jason

    Brilliant? Hardly. For folks who have lost friends or loved ones in those fashions mentioned, it’s rather insulting.

    • Brett

      Of course it’s difficult for individuals who have lost loved ones in similar circumstances. There’s no way to avoid that, whether presented humorously or not. But they should be gratified that 7 million views means that lives may well be saved by an approach (finally) that understands its target audience.

  • Curlie Fries Mcgee

    Well, sometimes natural selection can be insulting. And hilarious.