Brands get spooky for Halloween: ‘Dumb Ways to Die’, Cadbury and Ikea

‘Dumb Ways to Die’ is back with a Halloween video campaign that serves as an amusing warning to trick-or-treating kids and includes even less mention of train safety than its original award-winner.


The choose-your-own adventure Halloween special by McCann Melbourne for Metro Trains starts with an introduction piece, then asks viewers to choose between ‘trick’ or ‘treat’ videos.

Unsurprisingly, both storylines finish with disastrous consequences along the ‘Dumb Ways to Die’ theme.

It’s the second time the colourful ‘Dumb Ways to Die’ characters have resurfaced this year – the brand celebrated Valentine’s Day by releasing another gruesome special in February.


Another Aussie brand to get on board with Halloween is Cadbury, which is turning a residential home in Randwick, Sydney into a Halloween hotspot.

4000 families to visit the home will receive a free box of Cadbury Favourites. The brand has released a special edition range of larger 800g orange boxes of Favourites exclusively available at Big W.

Paul Chatfield, category head of chocolate, Mondelez International says: “This activation provides us with the opportunity to celebrate what Favourites is all about, bringing joy to a whole neighbourhood and the chance to share a box of chocolates with all of the family!”

Cadbury is creating buzz around the event through its Facebook page.


Cadbury Halloween ad


Brands get tactical in mX 

Afternoon newspaper mX is releasing special Day of the Dead issues in Sydney, Melbourne and Brisbane today, featuring tactical advertising from brands including Audi, Herradura tequila, Specsavers and the Department of Premier and Cabinet.

The Day of the Dead mX editions will have themed mastheads and its staff handing out papers will be made up with sugar skull faces.

MX day of the dead

TigerAir is holding a four-hour Halloween sale on $13 flights within Australia, valid for next June.

Overseas, brands are getting in on the Halloween action and releasing special spooky ads.

Ikea Singapore Halloween parody of The Shining

Ford spooky carwash prank 

Spanish language Snickers Halloween ad

Vytautas mineral water Halloween ad

Michelle Herbison
BY Michelle Herbison ON 31 October 2014
Assistant editor, Marketing Magazine.