Fatal error

Empire Life Insurance highlights the dumbest way to die.

The “Dumb Ways to Die” campaign has been held up as an example of great advertising (and even parodied) so much you might be sick to death of it. But Canada’s Empire Life insurance has thought of one other dumb way to die not included in the original spot for Metro Trains Melbourne by McCann Melbourne. That would be to die without life insurance. The company licensed the rights, with the help of global licensing agency Evolution, and worked with Neo@Ogilvy, TC Media and XTM Inc., to launch the campaign across TV, digital, social and direct mail. Apparently 65% of Canadians either have no life insurance or feel under-insured. Now that’s as dumb as eating medicine that’s past its expiry date or using a clothes dryer as a hiding place… The three Empire spots can be viewed on the company’s website. We take no responsibility if you’re humming the tune for the rest of the day.


Brand: The Empire Life Insurance Company
Agencies: Evolution, Neo@Ogilvy, XTM, TC Media