A video was developed by Pat Baron, animated by Julian Frost, and produced by Cinnamon Darvall.[3] It was uploaded to YouTube on 14 November 2012 and made public two days later. It featured "twenty-one characters killing themselves in increasingly stupid ways"[6] culminating in the last three characters being killed by trains due to unsafe behavior. It was viewed 2.5 million times within 48 hours[2] and 4.7 million times within 72 hours.[6] Within two weeks, the video had been viewed 30 million times.[4]As of March 2015, the video received over 100 million views.[7]
McCann released an "Official Karaoke Edition" of the video on 26 November 2012.[8