Dumb Ways to Die

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Dumb Ways to Die
Dumb Ways to Die.png
A screenshot from the animated video during the song's final chorus presenting the characters (from left to right) Botch, Numskull, Numpty, Mishap, Stumble, Dummkopf, Dimwit, Hapless, Dunce, Bonehead, Bungle, Pillock, Calamity, Lax, Putz, Doomed, Dippy, Ninny, Stupe, Doofus and their deaths. (Only Clod is not present).
AgencyMcCann Melbourne
ClientMetro Trains Melbourne
Release date(s)2012

Dumb Ways to Die is an Australian public service announcement campaign made by Metro Trains in Melbourne, Victoria, Australia, to promote railway safety.[1] The campaign video went viral through sharing and social media starting in November 2012.[2]

Characters[]

The characters in this series are known as beans, simplistic humanoid creatures, whose bodies resemble literal beans. Most characters are named after synonyms for stupid, dumb, or anything to do with such. The characters vary in shape (The four main shapes are oval, square, peanut, or capsule-shape) and size. Most deaths have to Die with their lack of awareness. If a bean's name is italic, their name isn't official yet.

Introduced in the Original Video[]

  • Numpty: He dies by setting his hair on fire. According to his official biography, this is out of his curiosity, and as a result, he played with some matches that landed on his hair, setting it ablaze.
  • Hapless: He pokes a stick at a grizzly bear, which then becomes angry and eats his head off.
  • Pillock: He suffers an allergic reaction (hinted by the bumps on his body) by consuming expired medicine.
  • Dippy: He uses his private parts as piranha bait, causing the piranhas to bite the lower half of his body, leaving it as only bones.
  • Dummkopf: He tries to get out some toast with a fork from a toaster while it is plugged in, and gets electrocuted, turning into a skeleton.
  • Dimwit: He tries to do his own electrical work, but due to him being colourblind, he mismatches the wires, and gets himself and his house scorched.
  • Stupe: He tries flying a plane due to his aspirations that he can do anything, but crash lands and gets decapitated.
  • Lax: He eats a two-week old unrefrigerated (most likely mouldy) potpie, pukes on the screen, and according to the first app, slips on his vomit and dies.
  • Clod: He is the only character in the video not to die. Instead, he kills an unseen character offscreen, who opens the door for him.
  • Doomed: He scratches a drug dealer's new ride, who then gets angry and puts him in a trash bag. Later, he is beaten to death with their baseball bat. He falls down and bleeds in the app.
  • Numskull: She takes her helmet off in outer space and her head explodes, leaving only her eyes.
  • Bungle: He chooses a clothes dryer as a hiding place. But unfortunately, someone switches on the dryer, killing him offscreen. In the first app, he explodes in it, getting blood all over the place.
  • Mishap: He offers his rattlesnake a hot dog, which leads it to bite his eye instead.
  • Dunce: He sells both of his kidneys on the internet, which makes him bleed to death off-screen, despite him having stitches.
  • Calamity: She eats a tube of superglue, and suffocates, played for laughs by her being completely paralyzed.
  • Ninny: He finds a red button, then presses it out of his curiosity and gets blown up offscreen by a nuclear explosion.
  • Botch: He dresses up as a moose during hunting season, leading a hunter to believe he is a real moose, and therefore shoot him.
  • Doofus: He tosses a wasp nest in the air due to his lifelong passion for playing in sports, leading him to being stung to death.
  • Stumble: He stands at the edge of a railway platform, and accidentally falls on the track right before a train goes past.
  • Bonehead: Due to his impatience, he goes through a level crossing, by driving around the boom barriers, but a train arrives before he can get to the other side, smashing into his car, and killing him.
  • Putz: After his balloon floats away from his hand, he tries to cross the railway tracks to reach it due to laziness, but a train hits him.

Introduced in mini PSAs[]

  • Phoney: He jumps on the train tracks to rescue his phone.
  • Slaptery: He slipped on a platform when he was running late.
  • Mr. and Mrs. Gate: The former tries to pull the latter out of a ticket gate.
  • Extra Beans in the Melbourne International Film Festival: They sit in a theatre with (most of) the beans in the music video and get angry when Hapless speaks on the phone.
  • Numpty's Child: He set up a prank for his Father on April Fools Day, but this, contrary to popular belief, is not why Numpty has fire on his hair, which is explained in his section.
  • Señor Redcape: He participated in the Running of the Bulls event, ended up tripping over and a bull impaled him with its horns.
  • Mr. Ghost (maybe Stumble wearing a Ghost costume): He is the victim of the Halloween videos - either devoured by Chickens or Munchies.
  • Munchies: Opened the door to Mr. Ghost in the treat ending, ends up eating him and explodes.
  • Klaus: An obvious parody of Santa Claus, Klaus stars in a Countdown to Christmas where he faces unexpected gifts.
  • Trump: An obvious parody of Donald Trump, this character serves as the main focus of Trump Ways to Die (featuring Clod, Mishap and Numpty).
    • Unknown Lady: Trump is offensive to her in an elevator, before Clod finds out and kills Trump.

Introduced in Dumb Ways to Die 2: The Games[]

Note: Some of the following characters have many deaths throughout the game and will be summarised by their personalities. If they don't have personalities, an overall analysis of the character will be made, and their most famous death. If they are a one-shot character, an analysis of their role in the game will be made.

  • Loopy: The first member of the Sports Trio, Loopy has been a die-hard sports fan ever since he was young. Whenever he does sports, he always hurts himself in the stupidest ways possible.
  • Zany: The second member of the Sports Trio, (probably) his most known appearance is in 100m Piranha Freestyle', where he is swimming away from some piranhas.
    • Skellieflop: In the minigame mentioned above, the fandom presumed Zany in that minigame was a different bean known as Skellieflop, before Metro confirmed he was Zany.
  • Ruckus: The third and last member of the Sports Trio, Ruckus has a short fuse and tends to act before thinking. Ruckus often does something regrettable when things don't go his way.
  • Boffo Loco: Boffo, according to his bio, is a free spirit on a spiritual journey to find himself, and his most known death is getting impaled in the head by a javelin.
  • Madcap: Madcap appears to be an average sporty bean. His most known death is bungee jumping, and either landing and water and getting ran over by Reite in the minigame, or getting killed by Stupe's plane in a promotional video.
  • Dumbbell: Dumbbell is played as a strong character or an everhunger on the surface, but often accidentally uses that strength on himself.
    • James: A sailor warning Madcap about the dangers in Charge Free Diving. He and Dumbbell bear many similarities so they could be the same bean.
  • Dingy: An ice skater, swimmer and soccer player in one, Dingy can either slip outside a pool, or fall in an ice crack and freeze to death.
  • Bard: Bard is seen as Loopy's coach in Shoelace Tie training him for a race.
  • Reite: A violet/red bean riding a motorboat, either running over Madcap or Dumbbell.
  • Junior: A little kid who specialises in building sand castles, which are always accidentally knocked over by the other beans.
  • Knucklehead: An impatient guard/police officer, whose only death is being hit by a train.
  • Boothy: Works at the ticket booth in the Dumbest of the Dumb.
  • Phyllis: An old, bitter granny who is sweet on the inside.
  • Blacksmith: A blindfolded blacksmith hoping to enchant Boffo's sword, but if Boffo dares move, he'll get hit instead.
  • Stupa: An excitable member of the sports team distinguishable by her big hair and long legs. Her most famous death (in the promotion) is getting hit in the head by a volleyball.
  • Bodoh: A teacher, getting Putz to do a tracing exam.
  • Stupe's Teacher: He gets mad at Stupe after he turns up late to class.

Introduced in other media[]

Note: The media the following characters originated in will be specified in brackets. For The Dumb Team, their job in the business will be specified in bold letters.)

  • Clown (official Facebook page):
  • Dopey (Metro's Twitter page):
  • The Dumb Team (Meet The Dumb Team): A team of four (or possibly five) beans in a business about dumbness.
    • Chloe (Head of Dumb Ideas):
    • Leah (CEO of Dumb):
    • Fiona (Dumb IP Lawyer):
    • Dean (Head of Digital Ways to Die):
    • Unknown purple bean in Dumb Friyay:
  • Nincompoop (Dumb Ways to Draw):
  • Shonky (Dumb Ways to Draw):
  • Simpleton (Dumb Ways to Draw):

Campaign[]

The campaign was devised by advertising agency McCann Melbourne. It appeared in newspapers, local radio and outdoor advertising throughout the Metro Trains network and on Tumblr.[3] 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."[3] 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".[4] 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.[5]

Animated video[]

The video was art directed by Patrick Baron, animated by Julian Frost and produced by Cinnamon Darvall.[3] It was uploaded to YouTube on 14 November 2012 and made public two days later. It featured "Numpty, Hapless, Pillock, Dippy, Dummkopf, Dimwit, Stupe, Lax, Clod, Doomed, Numskull, Bungle, Mishap, Dunce, Calamity, Ninny, Botch, Doofus, Stumble, Bonehead and Putz" killing themselves with stupidity.

Song[]

"Dumb Ways to Die"
Tangerine Kitty - Dumb Ways to Die (Official Single Cover).jpg
Song by Tangerine Kitty
Released1 November 2012 (2012-11-01)
GenrePop
Length3:00
Songwriter(s)
Producer(s)
  • Ollie McGill
  • John Mescall
  • Patrick Baron

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.[6] It was performed by Emily Lubitz, the lead vocalist of Tinpan Orange, with McGill providing backing vocals.[2] The band on the recording consists of Gavin Pearce on Bass, Danny Farrugia on drums and Brett Wood on guitar.[7] It was released on iTunes, attributed to the artist "Tangerine Kitty" (a reference to Tinpan Orange and The Cat Empire).[2][8] The song, with a tempo of 128 beats per minute, is written in C major and a time signature of 4/4.[9]

Charts
Chart (2012–13) Peak
position
Belgium (Ultratip Flanders)[10] 9
Netherlands (Single Top 100)[11] 94
UK Indie (OCC)[12] 38

Video game[]

Dumb Ways to Die
Developer(s)Julian Frost
Samuel Baird
Publisher(s)Metro Trains Melbourne
PopReach
Producer(s)
EngineUnity
Platform(s)iOS, Android
ReleaseiOS
  • WW: 6 May 2013
Android
  • WW: 17 September 2013
Genre(s)Action game, Puzzle game
Mode(s)Single-player

In May 6, 2013, Metro released a "Dumb Ways to Die" game as an app for iOS devices.[13][14] The game, developed by Julian Frost, Patrick Baron and Samuel Baird,[15] invites players to avoid the dangerous activities engaged in by the various characters featured throughout the campaign.[16] Within the app, players can also pledge to "not do dumb stuff around trains."[17][18] The activities include things like getting toast out with a fork and poking a stick at a grizzly bear. An Android version was released in September 2013.[19]

The game is similar to games in the WarioWare series. The game presents minigames based on the animated music video in rapid succession and becomes faster and more difficult the longer the game is played.[20]

A sequel titled "Dumb Ways to Die 2: The Games" was released on November 18, 2014. In the sequel, there are a lot more varieties of challenges in each particular building, and each building has a particular theme. Before a train arrives at a building, the player plays a challenge to counter something related to trains. If successful, bonus points can be earned at the end of the game. There are 8 challenges each in every building. Like the original game, the game's characters do plenty of dangerous and unsafe activities. Lives can be lost by "dying" in one of the activities. The player has three chances to prevent the characters from dying.[21]

The game is recently also available as a web and mobile-web version by MarketJS, license holder of the HTML5 web IP.

A second sequel titled "Dumb Ways to Die 3: World Tour" was released on December 21, 2017. Unlike the previous games which both involved the player playing minigames and trying to prevent the characters from dying, here the player collects coins from houses that are fixed up from being initially broken. The houses are fixed by the player playing a new minigame for each area containing those houses.[22]

A spinoff was also released, titled "Dumb Ways to Draw" on May 5, 2019. In the game, the player has to draw lines with in-game pens to guide the characters to their goals. But they also have to prevent the characters' deaths by dangers. It also had a colouring section to colour and share drawings as well as a "trace the picture" section, in which the player is required to hold the screen till a line of sufficient length is drawn to trace the given diagram.[23]

Another spinoff, titled "Dumb Ways to Dash" was released on December 13, 2019. The player has to guide their character in a 3D race against other characters to the finish line while avoiding the obstacles.[24]

A third spinoff, titled "Dumb Ways to Die: Superheroes" was released on June 25, 2020. It has similar gameplay to the previous spinoff.[25]

YouTube channel[]

The Metro Trains has also published a number of other videos on its YouTube channel, "DumbWays2Die", including the trailers of the second game, a video centered on the MIFF, a series of Christmas-themed short videos, Halloween-themed videos, and some other videos centered on Train Safety.[26]

Reception[]

Susie O'Brien in the Herald Sun in Melbourne criticised the ad for trivialising serious injuries and being about advertisers' ego rather than effective safety messages.[27]

Simon Crerar of the Herald Sun wrote that the song's "catchy chorus was the most arresting hook since PSY's Gangnam Style."[7] Alice Clarke writing in the Herald Sun described the video as "adorably morbid" and wrote that Victoria's public transport "broke its long running streak of terrible ads".[28]

Daisy Dumas of the Sydney Morning Herald described it as "darkly cute — and irksomely catchy" and the chorus as "instant earworm material".[29]

Michelle Starr of CNET described the campaign as the Darwin Awards meets The Gashlycrumb Tinies and the song as "a cutesy indie-pop hit in the style of Feist".[30]

Logan Booker of Gizmodo described it as "taking a page out of the Happy Tree Friends book and mixing cute with horrifying".[31]

Karen Stocks of YouTube Australia said the video was unusual due to the high number of views from mobile devices.[32] Stocks attributed the success to "A snappy headline. A catchy tune that gets stuck in your head. And a message that is easy to understand and perfectly targeted."[32]

The Sunshine Coast Daily described it as "the Gangnam Style of train safety campaigns".[33]

Arlene Paredes of the International Business Times said the video was "brilliant in getting viewers' attention" and "arguably one of the cutest PSAs ever made."[34]

Effectiveness and unwanted repercussions[]

The campaign received some criticism on the basis that suicide is one of the most influential causes of rail trauma, and the ad reinforces deadly trains as a possible suicide method.[35] Writing in Mumbrella in February 2013, a former employee of Victoria's Department of Infrastructure advised critical thinking when evaluating claims made regarding improvements to safety. Reference was made specifically to the claimed 20 percent reduction in risky behavior as being "social media bullshit".[36]

Censorship in Russia[]

In February 2013, Artemy Lebedev's blog was censored by Roskomnadzor, the Russian government agency in charge of Internet censorship, for including the video.[37] Later that day, the YouTube video was also censored, with the "This content is not available in your country due to a legal complaint from the government" message. The official takedown notice sent to Livejournal.com was quoted, in part, by Lebedev in his blog.

The song's lyrics contains a description of different ways of committing suicide, such as: using drugs beyond their expiration date, standing on an edge of a platform, running across the rails, eating superglue and other. The animated personages demonstrate dangerous ways of suicide in attractive for children and teenagers comic format. The lines such as "hide in a dryer” and “What’s this red button do?" contain an incitement to commit those acts.

Despite this, the video was still included into the ABC Show and was shown in more than 50 cities across Russia.

Awards[]

The campaign won seven Webby Awards in 2013 including the Best Animation Film & Video and Best Public Service & Activism (Social Content & Marketing).[38]

It won three Siren Awards, run by Commercial Radio Australia, including the Gold Siren for best advertisement of the year and Silver Sirens for the best song and best campaign.[39][40]

The public service announcement was awarded the Grand Trophy in the 2013 New York Festivals International Advertising Awards.[41]

In June 2013, the campaign clip won the Integrated Grand Prix at the Cannes Lions International Festival of Creativity,[42] and overall, won five Grand Prix awards, 18 Gold Lions, three Silver Lions, and two Bronze Lions, which was the most for the campaign in the festival's history.[43]

Legacy[]

Parodies[]

Within two weeks, the video had spawned over 85 parodies.[44] Some renditions and parodies have been featured in national and international media:

  • "Cool Things to Find" - featuring the Curiosity Mars rover. Cinesaurus noted that it took them six days and 250 man hours to create.[45][46]
  • "Dumb Movie Ways to Die" - from The Movie Maniacs parodies well known "dumb" movie deaths from famous films.[47][better source needed]
  • "Dumb Ways to Die (In Video Games) Parody"[48][49] by YouTube channel MegaSteakMan.
  • "Dumb Ways to Die (Minecraft Edition)"[48]
  • "Grand Theft Auto V: Dumb Ways to Die"[50][51]
  • Dumb Ways to Die - Game of Thrones Edition[52]
  • "Dumb Ways to Die - Miami/ESPM" by Miami Ad School in Sao Paulo, Brazil.[53] (No longer available in YouTube due to copyright claim by Metro Trains Melbourne) [54]
  • My Little Pony Dumb Ways to Die - a version featuring the ponies from My Little Pony: Friendship is Magic[55][better source needed]
  • "Annoying Ways to Die" from Annoying Orange, as noted by Socialtimes[49]
  • "The Walking Dead + Dumb Ways to Die Parody" - live-action parody of characters from The Walking Dead[49]
  • "Smart Ways to Live" by The Maccabeats - a cappella version as noted by Arutz Sheva.[56]
  • "Dumb Ways to Die - Happy Tree Friends Edition"[57] A parody featuring Happy Tree Friends, with deaths from the series.
  • "Fun Ways to Die/Retarded Ways to Die",[58] "Dumber Ways to Die", and "Ridiculous Ways to Die", by YouTube channel Bowlingballout.[better source needed] All three parodies shows outrageous, cartoon-fashioned ways to die.
  • "Queremos Vivir en Caracas"[59][better source needed] A parody showing the dangers of Caracas, or generally Venezuela using similar beans to the original. (Note: The characters dying [in order] resemble Numpty, Hapless, Mishap [dying similar to Bonehead], Stupe, Dummkopf, Dimwit [female], Lax, Calamity, Pillock, Ninny, Stumble [no hair], and Dunce)
  • "At Least You're Not Anthony Burch" - 4chan's /v/ board[60][better source needed]
  • "Dumb Ways to Die Among Us - Among Us Edition"[61] Recreation of the original song using themes from Among Us.
  • "Dumb Ways to Spread [62] A British parody promoting vaccinations.
  • ”Trump Ways To Die” a DumbWays2Die’s video from 2016, And Metro removed 4 videos to prevent lawsuits on November 13.

Life Insurance Partnership[]

Due to their success, the Dumb Ways to Die characters have been featured in a promotional campaign for Empire Life Insurance, with their key message being, "the dumbest way to die is without life insurance."[63][64] However, the campaign was met with mixed reviews, with some advertising critics accusing Metro of "selling out" on a successful campaign.[65]

Spin-offs[]

On 17 October 2014, the Dumb Ways to Die website was revamped to hint at a new installment of the campaign. Slated for release in November 2014, the games take on a more sporting, athletic, and fitness theme, and is labelled "Dumb Ways to Die 2: The Games".[66]

Other[]

  • Metro Trains was also supporting the Melbourne International Film Festival and decided to create a video to keep safe around that event.[67]
  • The song was used in the 45th episode of the seventh season of the Chinese dating show If You Are The One during a contestant's introduction video.[citation needed]

References[]

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