OK, I just watched this for the 3rd time today. Love the song, love the animation. If you think it’s impossible to combine ‘horrifying’ and ‘adorable’, then just click on the video below. I almost can’t believe that this is simply a public service ad for Melbourne Metro Trains safety. There is a quality to this that makes it feel almost effortless – and I mean that in the best sense. You can easily see where someone would want to soften the lyrics and visuals – just to not offend, just to “be safe”.
Being not safe is exactly what makes this great. There’s more info below the video, or click right over to the Herald Sun for the full article.
Featuring a variety of cute characters killing themselves in increasingly idiotic ways the video is designed to demonstrate the danger and stupidity of messing around on platforms, tracks and level crossings.
“This campaign is designed to draw young people to the safety message rather than frighten them away.”
“We set out to find an innovative way to reach young people who see themselves as indestructible. We felt images of body bags were more likely to have an impact on their parents, so we wanted to engage with young people in a way we think they might appeal to them a bit more.”
“Some people might have an issue with us making light of what is a serious topic, but if we can save one life or avoid serious injury, then that’s how we’ll measure the success of this campaign.”
“The campaign evolved out of discussion with platform staff and drivers who witness people risking their safety around train stations and at level crossings,” said Leah Waymark, General Manager Corporate Relations, Metro Trains.
“The ‘dumb’ theme had its gestation in those initial responses. It was just an overwhelming theme of their feedback.”