Nothing's Sacred: 'Dumb Ways to Die' Is Now Being Used to Hawk Life Insurance

Beloved Cannes winner sells out


One of the lovably misguided characters from “Dumb Ways to Die” sold both his kidneys on the Internet. Now, the client behind the beloved campaign has made a similarly greedy deal with the devil.

Through a licensing deal, Metro Trains has sold the creative product pretty much wholesale to Empire Life Insurance Co., which is cutting its own ads from it. Three 30-second spots posted online play snippets from the original musical cartoon, before a female voice pipes in and says: “What’s the dumbest way of all to die? Having no life insurance.”

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in