Dumb Ways to Die hits 50m YouTube views

50m dumb waysMcCann’s award-winning viral video ad for Metro Trains ‘Dumb Ways To Die’ has hit 50m views on YouTube since it was posted last year.

The ad passed the milestone this afternoon. It comes the week that the ad won what may be an unprecedented number of trohies at the Cannes Lions, including the Grand Prix for radio, direct and PR.

According to YouTube’s statistics, the three minute video ad for Melbourne Metro Trains is most popular with 13-17 year old girls, and men 35-44, and 45-54. Over 500,000 people have indicated that they like the ad and over 200,000 list it as a favourite.

dum ways to die stats

Earleir this month, the ad scooped up three Mumbrella awards including Australia’s favourite TV ad and campaign of the year, while McCann’s executive creative director John Mescall was named Mumbrella’s Thinker of the Year.

‘Dumb Ways to Die’ has also been shortlisted by the Communications Council and Australian Association of National Advertisers for Effie awards in five categories: Government, Corporate and Social Services, best State Campaign, Short Term Effects, Most Original Thinking, and Small Budget under $500,000.

It also features strongly at the Cannes Lions this week.

dumb ways to die video growth

Dumb Ways to Die features in the Rewind YouTube Style 2012 video featuring YouTube’s defining and cultural moments of the year.


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