Remember that whimsical Australian train-safety ad campaign that surprisingly took the world by storm with its endearing characters? With its catchy song, simple-yet-charming characters, and adorable animation, it’s not surprising that McCann Melbourne took home an unprecedented number of awards from the Cannes International Advertising Festival last summer (5 Grand Prix Lions, 18 Gold Lions, 3 Silver Lions and 2 Bronze Lions). Since having gone viral on Youtube (with a total of 71 million views as of February 14, 2014), This PSA has since released a print campaign and smartphone game app that has got users permanently addicted to the concept and song.
And now, Dumb Ways to Die is back with this cute, slightly grotesque ad spot for Valentine’s Day! In the “Dumb Ways to Valentine” spot (with the catchy song playing in the background), the greedy blue blob who sold both his kidneys for money in the original campaign returns and is bashfully trying to show his love for an adorable yellow blob. What better way than to rip out your own heart for her? Maybe not – as death, naturally, ensues. The 30 second spot ends with the copy, “Be safe around Valentine’s Day… and trains.”
What a clever way to remind the target audience of a previous PSA while updating the message for the time! You can watch the new ad spot below:
What do you think of the ‘Dumb Ways to Valentine’ PSA?