McCann's 'Dumb ways to die' continues viral spread - now with over 22 million views in 9 days - fastest spreading Aussie viral video of all time

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Screen shot 2012-11-19 at 7.39.13 PM.jpgDumb Ways To Die album cover.jpgUPDATED - It's been described as "the Gangnam Style of train safety" and six days after launch, McCann's "Dumb Ways to Die" video for Metro Trains Melbourne continues its viral spread around the world at break-neck speed.

In the past 24 hours, the three-minute video added 2 million more views - coming to a total of 22 million. And it's still gathering speed.

"Dumb Ways to Die" is still the most viral video in the world - still beating Rihanna with roughly 250,000 shares of the main video yesterday. It is also generating endless positive chatter on Facebook, Twitter and Tumblr.

The YouTube clip has attracted over 220,000 Likes and 5,000 Dislikes, and over 26,000 comments.

The song, which describes gruesome ways to die, including setting fire to your hair and standing on the edge of a train platform, was written by McCann Worldgroup Australia Executive Creative Director John Mescall, with music by Oliver McGill, keyboardist from The Cat Empire.

According to YouTube, "Dumb Ways to Die" is the fastest spreading Australian viral video of all time.

The video has also reached China, where a fan has created a subtitled version, while acoustic versions are popping up on YouTube.

Screen shot 2012-11-24 at 9.30.21 AM.jpgSays Mescall (left): "It's pretty cool to make an ad that's getting more shares than Rihanna. And even cooler that people are actually buying it off iTunes. I might be wrong, but I suspect the last time people paid money to own an ad in this country was when 'C'mon Aussie C'mon' was huge in the late '70s."

"Dumb Ways to Die" is part of a campaign for Metro Trains, which also appears in press, through a Nova radio promotion, on Tumblr, through small and large space outdoor and throughout the Metro Trains network.

The music video and song can be downloaded from the iTunes store or via, the campaign will also appear in press, through a Nova radio promotion, on Tumblr, through small and large space outdoor and right throughout the Metro Trains network.

Executive Creative Director: John Mescall
Creative Team: John Mescall, Pat Baron
Animation: Julian Frost
Digital Team: Huey Groves, Christian Stocker
Group Account Director: Adrian Mills
Account Director: Alec Hussain
Senior Account Manager: Tamara Broman
Senior Producer: Mark Bradley
Producer: Cinnamon Darvall
Composer and producer: Oliver McGill
Metro Trains
General Manager, Corporate Relations: Leah Waymark
Marketing Manager: Chloe Alsop

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