Rarely do people describe public service announcements as cute and catchy. Nevertheless, the latest community message from Melbourne Metro Trains in Australia has become an unlikely Internet success across the globe. The video titled “Dumb Ways to Die” features animated characters that kill themselves through stupid actions, such as poking a stick at a grizzly bear, eating expired medicines, and keeping a rattlesnake as a pet.
The song is sung by Tangerine Kitty, and it’s not until the end of the three-minute video where the “dumbest ways to die” are revealed, including driving around the boom gates at a level crossing, and running across train tracks between platforms.
Leah Waymark, General Manager Corporate Relations from Metro Trains, explains that, “The campaign evolved out of discussion with platform staff and drivers who witness people risking their saftey around train stations and at level crossings.”
The campaign was developed by McCann Melbourne by executive director John Mescall. The YouTube video has gone viral with over 11.1 million views. Watch and listen to the catchy animation below.