Cutesy characters meet their maker in an array of weird and wonderful ways in Dumb Ways to Die - the insanely catchy viral video that has stormed to the top of this week's Brand Chart.
The safety film like no other from Metro Trains in Australia has already been viewed almost 17 million times on YouTube since being uploaded last week.
Elsewhere on the Brand Chart, Zlatan Ibrahimovic's stupendous overhead kick secures a spot in the top 10 for the FA's official video channel and Fenton the dog makes his viral return with EE.
Over on the User Generated Content chart, mustachioed actor Nick Offerman offers Movember strugglers some words of encouragement to grow a more fulsome mo.
The charts are compiled with the Viral Ad Network and are based on the number of shares each video has received on social media over the last seven days.