Dumb Ways To Die named Australia’s top radio ad
McCann Melbourne’s ad campaign for Metro Trains, Dumb Ways To Die, has continued its winning run, picking up three of the four available trophies at this morning’s Siren Awards, recognising the year’s best radio ads.
The work won best single ad, best campaign and the client award.
Meanwhile, Earphone Bully, created by Eardrum Sydney, won the craft category.
Listen to the ad:
meh.
it’s reached the point where McCann = 1 Ad.
Tiring.
“……led to a 30 per cent reduction in near miss accidents in the first three months after launch.”
Without wishing to rain on this awards-orgy, ABS figures indicate no reduction in rail deaths/injuries since the campaign launched. As for “near misses”, hello? Who concocted that statistic?
Think it through for one second: a reduction in something that didn’t happen.
Hmm???
Not diminishing the über cute and fun campaign, however it’s pretty clear that über cute and fun aren’t necessarily effective. Getting middle class hipsters humming is different to getting working class teens off the railways tracks.
gonna hate.
Will be interesting to see how they follow this one up. I always thought the real bonus of this ad for the client was the building of some good will towards them; rather than it making a big impact on safety.
In regards to safety, its hard to reason with stupid – so stupid will continue to do as stupid does.
Wow there’s a radio version too!!!.. that will make Melbourne’s bear miss accidents around trains go down by more than 1000% if they use the same dodgy stats!! Get some new material McCanns this one has had its 15seconds