Australian \'Dumb Ways to Die\' safety clip goes viral

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 colourful, round cartoon characters dying in improbable circumstances ranging from poking a stick at a grizzly bear to using \"private parts as piranha bait\", and 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. \"Ultimately, it\'s an ad that doesn\'t feel anything like an ad. It\'s happy and silly and joyful and clever and more than a little odd; the intangible things that are so hard to rationalise, but so very important.\"