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.