Australian ‘Dumb Ways to Die’ safety clip goes viral



Agence France Presse

Published — Thursday 22 November 2012

Last update 21 November 2012 6:38 pm

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MELBOURNE: An online video featuring cartoon creatures killing themselves in a variety of ways as part of an Australian transport safety campaign has gone viral, with almost 12 million YouTube views in a week.
The Melbourne Metro Trains video “Dumb Ways to Die” has been shared widely on social media since being uploaded to YouTube ( http://www.youtube.com/watch?v=IJNR2EpS0jw ) seven days ago and the clip and jingle have been especially popular in Asian countries. It features colorful, round cartoon characters dying in improbable circumstances ranging from poking a stick at a grizzly bear to selling both kidneys on the Internet.
The final chorus depicts what is said to be the “dumbest ways to die” — standing on the edge of a rail platform, driving through level crossing gates and running across train tracks. Metro Trains and the three-minute clip’s creator John Mescall have been surprised by its popularity. It is already among Australia’s most successful viral brand videos after just one week.
“The decision to mix a morbid subject matter with saccharine levels of cute is what ultimately made it funny I think,” Mescall told Australian marketing website mUmbrella.

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