The Ads That Made Us: Dumb Ways to Die, Haribo Starmix, and Pixie Caramel

ads that made us mar 28

This Week: Georgi Oates, Sophie Jablonski, and Paul Sinkinson.

Whether it’s a childhood jingle that you can still sing word for word, or a campaign that influences the way you work today, everyone has an ad that has really stuck with them.

Mediaweek has been asking the industry to take a trip down memory lane, to find out all about the ads that made us.

Georgi Oates – Head of Media, SCA

Melbourne Metro Trains, ‘Dumb Ways to Die’ 

“You can’t deny you’re probably humming the tune in your head from just reading the headline. 11years on and I still laugh at the well-articulated lyrics, well-illustrated comical cartoons, and super catchy tune. Seems like I’m not alone, as the video has now had over 299M video views, with 28M of those reported in the first few weeks of the campaign.

“I was impressed by this campaign as it turned the concept completely on its head. Often these types of safety messages are focused on shock, negative or gory images to get their point across, however this made light of how careless you needed to be, in all-encompassing and fun way. Given the results Metro reported on a decrease in near misses over the campaign period, and the Cannes Grand Prix the campaign brought home, it clearly resonated with many.

“I even saw last year it started to pop up across TikTok with it becoming the soundtrack of people hurting themselves in particularly ‘dumb ways’. A simple, yet brilliant campaign!”

Sophie Jablonski – Senior Activation Manager, Half Dome

Haribo Starmix

“Comical = memorable – and Haribo always nails this brief. As a brand that predominantly skews to the younger market, they used this ad to play on the child-like enthusiasm people have about Haribo, seeking to widen their consumer base across the generations.

“I love the juxtaposition of the boardroom setting – a reminder not to take life too seriously, to tap into our creativity, and that (deep down!) we’re all just children playing at adult life.”

Paul Sinkinson – Managing Director (Australia), Analytic Partners

Any Last Requests, the 1980 Ad from Pixie Caramel

“The ad is the epitome of glorious kitsch, the production values are questionable at best on a classic Kiwi budget, and it’s never going to win an award – but they knew that wearout wasn’t a thing and kept the ad going for years.

“It hasn’t aired for over 35 years and I can still describe each frame and recite the lines for you- which means I still think Pixie Caramel is ‘the longer lasting chew’ and a chocolate bar I’m obsessed with.”

See Also: The Ads That Made Us: Juicy Corn, Go to Bed Jessica, and The Reading Writing Hotline

Top Image: Georgi Oates, Sophie Jablonski, Paul Sinkinson

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