On, Metro released a "Dumb Ways to Die" game as an app for iOS devices. The song, with a tempo of 128 beats per minute, is written in C major and a time signature of 4/4. It was released on iTunes, attributed to the artist "Tangerine Kitty" (a reference to Tinpan Orange and The Cat Empire). The band on the recording consists of Gavin Pearce on Bass, Danny Farrugia on drums and Brett Wood on guitar. It was performed by Emily Lubitz, the lead vocalist of Tinpan Orange, with McGill providing backing vocals. The song "Dumb Ways to Die" from the video was written by John Mescall and co created with Patrick Baron, music by Ollie McGill from The Cat Empire, who also produced it. The animated video has two versions, an English one and a Spanish one. It featured characters with punny names such as "Numpty," "Hapless," "Pillock" and "Dippy" (the first four beans in the song, listed in order of appearance) killing themselves with stupidity. It was uploaded to YouTube on 14 November 2012 and made public two days later. The video was art directed by Patrick Baron, animated by Julian Frost and produced by Cinnamon Darvall. According to Metro Trains, the campaign contributed to a more than 30% reduction in "near-miss" accidents, from 13.29 near-misses per million kilometres in November 2011 – January 2012, to 9.17 near-misses per million kilometres in November 2012 – January 2013.
#DUMB WAYS TO DIE SONG LYRICS YOUTUBE TV#
John Mescall, executive creative director of McCann, said "The aim of this campaign is to engage an audience that really doesn't want to hear any kind of safety message, and we think dumb ways to die will." McCann estimated that within two weeks, it had generated at least $50 million worth of global media value in addition to more than 700 media stories, for "a fraction of the cost of one TV ad". It appeared in newspapers, local radio and outdoor advertising throughout the Metro Trains network and on Tumblr. The campaign was devised by advertising agency McCann Melbourne.
How can other PSAs change their advertising strategies based on the success of this new method?.The interest in how unique the video is leaves a longer lasting impression.
They did not stop others from making other versions of the song, so it grew even more popular.After the video went viral the company released two popular games on the app store and made it onto music charts when the song went on sale.What was the effect of this videos success?.Uses imagery that can be easily understood around the world, it does not just relate to those in Melbourne.This is the perfect example of Logos in which the video illustrates that accidents from trains are just as far fetched as say swallowing a tube of glue, because both can be so easily prevented.What rhetorical devices does this video use?.By posting it on a platform like YouTube, the video was able to easily reach this audience.Targets a younger audience through the childlike animation and song.What is the target audience and how does the video reach them?.Is known for is cute animation and catchy song.“Dumb Ways to Die” was released in 2012 by Metro Melbourne.Example: Anti-smoking Ads, Drug Ads, Car Safety.
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