"Some Many Dumb Ways to Die," continues to go super-viral.
The public service clip about safety at rail crossings and train platforms was created by McCann for Melbourne Metro Trains and uploaded a week ago.
It has now clocked just over 23 million views on YouTube - or more than the population of its target market, Australia (22.8 million). The viral video has been backed by more conventional newspaper and radio ads, plus train station billboards displaying its lyrics.
"Dumb Ways" success puts Australia one-up in the battle of the public service messages.
Even if you weight for population, it is twice as popular as NZ Transport's "Legend" (aka "Ghost Chips") which has attracted 2.3 million views.
McCann says there has been interest from the US, Australia and Asia, with others interested in taking the same approach to safety campaigns.