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20 NOVEMBER 2012

Dumb Ways to Die ad becomes surprise hit

"'Set fire to your hair, poke a stick at a grizzly bear ... Dumb ways to die ... dumb ways to die–ie–ie.' If the chorus isn't stuck in your head, it will be soon. Melbourne Metro Trains' darkly cute – and irksomely catchy – new ad for transport safety has gone viral, notching up a whopping 4.2 million YouTube views in less than a week. And nobody is more stunned by its success than the man behind the music, Sydneysider Ollie McGill. The Cat Empire keyboards player was commissioned to write the score to accompany lyrics to the McCann Group's new ad and has watched Facebook likes, Twitter shares and YouTube hits skyrocket as word of the animated video has spread like wildfire. ... In the ad, cartoon characters meet their ends in a number of colourful, sardonic ways, including a couple of nasty mishaps on train tracks, while the sweet chorus, 'dumb ways to die ... ' is instant earworm material."

(Daisy Dumas, 19 November 2012, Fairfax New Zealand Ltd.)



20122D animationadadvertisementanimated videoanimationAustraliabearblack humourcartooncartoon characters • catchy • character animationcomedydark comedy • darkly cute • deathdie • dumb • dumb ways to die • earworm • episodic structuregone viral • Horrible Histories • humouriTunesMcCann Groupmeet their endsMelbourne • Melbourne Metro Trains • mistakes to avoidmusic videonasty mishaps • Ollie McGill • parablepublic service announcementsafety • sardonic • songwriter • stupid deaths • The Cat Empire • traintrain station • train tracks • transport safety • Wahroonga


Simon Perkins

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