“It then took a few weeks of finessing,” he said, “getting rid of a few lines that weren’t funny enough and replacing them with new ones.” The line “Sell both your kidneys on the Internet” was a late inclusion. The Song: The song begins, “Set fire to your hair/Poke a stick at a grizzly bear/Eat medicine that’s out of date/Use your private parts as piranha bait,” before the chorus repeats the two lines, “Dumb ways to die/So many dumb ways to die.” Mescall wrote most of the lyrics in one night at the agency. “So we thought about what the complete opposite of a serious safety message would be and came to the conclusion it was an insanely happy and cute song.” With more than 30 million YouTube views, it seems happy, cute and grisly was the way to go. “ The idea for a song started from a very simple premise: What if we disguised a worthy safety message inside something that didn’t feel at all like a safety message?” said McCann executive creative director John Mescall. The dumbest way to die, the ad suggests at the end, is by being careless around trains. The three-minute music video shows adorable blobs making the stupidest decisions ever-messing with animals, sticking forks in toasters, eating superglue, etc.-leading to all sorts of gruesome, fatal accidents. McCann Australia managed just such an evolution of the genre with “Dumb Ways to Die” its animated train-safety spot for the Melbourne Metro. The Idea: Safety PSAs are gloomy and tedious and largely ignored by young people hardwired to resist them-except when they’re irresistibly fun and impossible not to share with friends. The video and iTunes single are accessible online at, with animated gifs being released on Tumblr, on radio, in posters on small and large space outdoor and throughout the Metro Trains network, with the lyrics to the song on the art work. The campaign is centred around a three-minute animated music video, highlighting the many dumb ways there are to die, with being hit by a train – a very preventable death – among them. “Dumb Ways to Die”, is an integrated advertising campaign designed to curb the number of train-related deaths in Victoria. The song also appeared for a split second near the end of YouTube Rewind Style 2012 due to the popularity of it at the time.McCann Australia for Metro Trains Melbourne – Is “Dumb Ways To Die” the new “Chipotle”? Posted: Decem| Author: fra30774 | Filed under: Animation, Australia, Case History, Copywriting, Design, Digital, Graphic, Graphic Design, Illustration, Press/Outdoor, Social, Viral | Tags: Animation, be safe around trains, Case History, Chipotle, Digital, Dumb Ways to Die, Edward Gorey, funny, Is "Dumb Ways To Die" the new "Chipotle"?, John Mescall, Julian Frost, McCann Australia, Melbourne Metro, metro trains, Ollie McGill, The Gashlycrumb Tinies, Viral | Leave a comment.This song was censored in Russia due to various reasons, like Dippy getting his lower half bitten off by some piranhas, Stupe getting decapitated after failing to fly his plane, and Numskull's head exploding after she took off her space helmet.Normally one would expect an I-V-vi-iii-IV-I-IV-V (C-G-Am-Em-F-C-F-G) progression in the bass, but in this song, it is done in the other parts of the harmony, with the bass being: I-VII-VI-III-IV-#IV-V-IV-I-VII-VI-III-IV-V-I (that is, C-B-A-E-F-F#-G-F-C-B-A-E-F-G-C).It also uploaded other videos like Dumb Ways to Valentine.
There's two languages, an English version and a Spanish version.
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