Superstar

Dumb Ways to Die Characters Now Promote Empire Life Insurance Co.

By: Laura McQuarrie - Published: • References: empirelife and adweek
The wildly successful Dumb Ways to Die campaign from Metro Trains is several years old now, but now the ill-fated characters have been officially licensed to the Empire Life Insurance Co.

The exact animations from the original cartoons are now being used to sell life insurance, with the only difference being that Empire Life Insurance Co.'s ads have a voiceover saying that the dumbest way of all to die is without life insurance. Although Empire Life Insurance Co. wanted to build on the popularity of the viral ad campaign, it's a little disappointing to see that the company's three 30-second commercials haven't been reinterpreted in any new way, especially since there have been so many spoofs of the Dumb Ways to Die campaign that have been well done.