James Hardie mini-series wraps a day after high court judgement

Anthony Hayes as Bernie Banton

A two part mini-series about the James Hardie asbestos tragedy will wrap filming today, a day after the High Court handed down a decision on the company’s directors.

The High Court found the seven directors of the asbestos manufacturer had committed breaches over the company’s asbestos compensation fund.

The mini-series Devil’s Dust, scheduled for the ABC and based on real events and people, follows three men, Bernie Banton an asbestos suffer and former James Hardie worker played by Anthony Hayes, Adam Bourke who discovered Hardie was selling a carcinogenic product, played by Don Hany and Matt Peacock, an ABC journalist, played by Ewen Leslie.

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3000 women Run the Night at Nike’s first Australian event

She Runs The NightNike held its first She Runs the Night female-only running event in Australia last night in Sydney’s Centennial Park.

Over 3000 women took part in the event, which is part of an ongoing initiative intended to give women a supportive community and safe ways of running after dark with branded running clubs and events.

The event cost $80 to attend and participants received a Nike running shirt as part of the entry package.

The event was MC’d by The Voice host Darren McMullen.

Juliana Nguyen, marketing director of Nike Pacific told Mumbrella: Read more »

The Monkey’s win Gold Siren for f(bleeping) Ikea ad

Tim Green, The Monkeys

An ad for Ikea has won ad of the year at the Sirens Awards, announced this morning.

The ad ‘Holidays’ was written by Tim Green and Tim Cairns of The Monkeys in Sydney won the 2012 Gold Siren award. It also won a Silver Siren for winning the ‘single’ category.

The ad aims to discourage the inexperienced from installing their own kitchen and leaving it to Ikea that features a swearing schoolboy telling his class how he helped his father build ‘a new f(BLEEP)ing kitchen’ over the holidays.


The ad was directed by Ralph van Dijk.

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BlackBerry’s ‘Wake Up’ campaign strategy labelled ‘pre-digital age’

Bondi Ice Bergs 'Wake up.' campaignThe strategy for BlackBerry’s teaser “Wake Up” campaign has been labelled 15 years out of date by the boss of a rival agency.

Speaking on this week’s Mumbrellacast, Mike Wilson, chairman of Naked Communications, praised the execution of the campaign but said the strategy was “pre-digital age”.

The Wake Up teaser campaign has seen a series of stunts with campaigners holding up placards outside the Apple Store, in the background crowd on Seven’s Sunrise and elsewhere. Paid media activity has focused on a website countdown.

The strategy is being led by Sydney based agency Tongue. Among Tongue’s management are former Naked staffers John Du Vernet and Jonathan Pease.

Wilson said on the podcast: “The actual tease activity… was very well executed and generated a lot of conversation. But where it falls down is that I don’t think it was particularly well constructed within a communication strategy framework. The notion you would go out with a load of messages get people talking and then not reveal for several weeks later to me is something you would have done in the pre-digital age. Read more »

Cane toad fatally underestimates the Ford Falcon EcoBoost

Ford has launched an ad in which a cane toad fatally underestimates the power of the four cyclinder Falcon EcoBoost.

The campaign will initially run online only, with no plans to air the spot on national TV yet.

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Young Lions finalists revealed

The finalists vying to represent Australia in the Young Lions competition at Cannes next month have been revealed.

Australia will be represented in the categories of film, marketer, media, print and digital.    Read more »

Nando’s hires media agency ahead of marketing push around MasterChef

Chicken chain Nando’s has appointed Match as its media agency after a credentials presentation.

Nando’s is a new sponsor of MasterChef, announced yesterday, and a new campaign will launch around the show on Sunday.

It is unclear how the brand will be integrated into the show, although the association is likely to be around flame-grilling.

“We’ve had to think laterally about how to integrate the brand with the show, as MasterChef is obviously about using food from scratch that isn’t cooked,” said Match strategy director Ian Czencz. “But MasterChef is also about good cooking, so there’s a clear fit there.”

Match takes on the business, which Nando’s formerly handled inhouse. Nando’s recently appointed Banjo as its creative agency.

Kim Russell, marketing director, Nando’s Australia said: Read more »

Ten to air FremantleMedia murder mystery drama Mr & Mrs Murder

Kat Stewart

Shaun Micallef

A new FremantleMedia Australia production is one of four new television dramas receiving support from Screen Australia.

Produced by Andy Walker and Jason Stephens with Stephens executive producing, the 13-part, hour series Mr & Mrs Murder will air on Ten.

A murder mystery series, Mr & Mrs Murder follows Nicole and Charlie, a married couple who run an extreme cleaning business, specialising in crime scenes, solving the crimes before the police.

The synopsis reads “Armed with wit, smarts and the invisibility that cleaning brings, the duo solve the crimes the cops can’t in a murder mystery with a smile.”

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Mumbrellacast: Naked’s new positioning | Photon’s heady days | Steal Banksy | Wake Up ethics | Rafters in decline? | The convergence review | Sapphires to Cannes


Mike Wilson Naked MumbrellacastFeaturing Mike Wilson, chairman of Naked Communication,s plus Mumbrella’s Tim Burrowes, Cathie McGinn and Colin Delaney (50mins, 22secs).

  • 1:18 The relaunch of Naked’s parent company Photon as Enero
  • 6:05 Enero CEO Matt Melhuish on Naked’s positioning
  • 11:30 Remember the Photon parties (and the stiletto marks on the boardroom table)?
  • 13:08 The story behind Steal Banksy
  • 22:24 Does the Blackberry Wake Up campaign have an out of date strategy?
  • 28:04 Ethics of video blogging
  • 37:15 Is there life left in Packed to the Rafters?
  • 40:38 Implications of the Convergence Review
  • 46:40 The Sapphires gets Cannes screening
  • 48:59 This week’s box office Read more »

Peter Fitzhardinge promoted to MD at Whybins Sydney

Peter Fitzhardinge has been promoted to MD at Sydney creative agency Whybins.

The ex-Leo Burnett Sydney general manager joined Whybin\TBWA as client service director 18 months ago, leading the agency’s Insurance Australia Group business with NRMA and Fairfax Media relationships.

Managing director is a new position at the agency, and Fitzhardinge will report into CEO Paul Bradbury.

Bradbury said: Read more »

Metro Trains urges footy fans to swap road for rail

Melbourne train operator Metro Trains has launched a new campaign to encourage footy fans to get the train to games, rather than drive.

Chloe Alsop, marketing manager Metro Trains, said: “Every seasoned football fan knows the pain involved in driving to a footy match in Melbourne. At Metro we’re constantly improving the train service in Melbourne, not just for weekday commuters but also for all major public events, especially the footy. We’re very proud that we could partner with the AFL and the footy clubs to bring this campaign to life.”

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Call for entries: April’s Ad of the Month

Entries are now open for the next round of Mumbrella’s TV Ad of the Month competition.  Call for entries: Februarys Ad of the Month    transCall for entries: Februarys Ad of the Month    trans

Agencies and brands involved in creating ads that first ran during April are invited to put them forward.

Call for entries: Februarys Ad of the Month    transSimply email details of the ad, including the client, agency credits and a link to a video sharing site where it can be viewed to colin@focalattractions.com.au. We also welcome reader suggestions.

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Wake Up! Central Sydney hostel sees four-fold jump in web traffic after ‘Wake Up’ campaign

A youth hostel that shares the same name as the ‘Wake up’ campaign has seen traffic to its website increase four-fold in the eight days after the guerilla marketing campaign launched.

The identity of the brand behind ‘Wake up’ was not revealed to be BlackBerry until Tuesday of this week, with some Sydneysiders and tourists thinking the Wake Up! Central Sydney youth hostel was responsible.

The hostel’s proprietor, Christian Millett, also noted that activity on the hostel’s Facebook page has increased, with pictures of the Wake up stunts – including a boat towing a banner and the words ‘Wake up’ written on Bondi Ice Bergs swimming pool – posted to the page. Read more »

Sunrise and Today run close again

Sunrise and Today saw a second day of virtually neck and neck ratings in the battle for breakfast on Thursday.

Reversing Wednesday’s result, Seven’s Sunrise came out with its nose in front with a metro audience of 348,000 to Nine’s 346,000.

According to the preliminary overnight OzTam data, Sunrise won in Sydney, Brisbane, Adelaide and Perth. Today won emphatically in Melbourne.

Ten’s Breakfast was well back with 27,000.   Read more »

Animal Kingdom’s David Michod looks to Robert Pattinson for The Rover

David Michod

Robert Pattinson

Australian director David Michod is in talks with Twilight’s Robert Pattinson for the lead role of Michod’s next film.

Also in talks for the film titled The Rover, is Guy Pearce, who played SGT Nathan Leckie in Michod’s debut feature, Animal Kingdom.

A spokesperson for Porchlight told Encore Michod and producer Liz Watts was “in midst of discussions with a number of actors including Robert Pattinson and Guy Pearce.”

The story follows a man in pursuit of his car which has been stolen by thieves in the Australian outback.

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Complaint against ‘gender biased’ anti-pokies ad thrown out by ad watchdog

An ad that warns of the consequences of problem gambling, ending with the line ‘Her mum is feeding the pokies’, has had a complaint made against it dismissed by the advertising watchdog.

The ad was accused of being gender biased, because it portrayed only the mother as the problem gambler, ignoring the man’s role in the problem.

The complaint read: “Where is her father? Does the father have no responsibility in raising a child or is the father also feeding the pokies? The ad makes it out that it is the mother’s responsibility: the ad should say HER PARENTS ARE FEEDING THE POKIES.”

The complainant was unaware that the ad was part of a series, each showing a different family situation, and that this ad portrayed a single parent household.

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MasterChef reveals final sponsors list

Network Ten has finalised its sponsor lineup for MasterChef, which returns with series four on Sunday night.

Barilla Australia, Nikon Australia and American Express have signed as partners while Nando’s is a new sponsor. Read more »

Mad Mex plants Dictator lookalike in Sydney restaurant

Mexican food chain Mad Mex has launched a tactical stunt around the visit of British comedian Sacha Baron Cohen to Australia by putting a lookalike of his latest character The Dictator in its Crown Street restaurant in Sydney.

Magnum PR was behind the stunt, which has just been hired as Mad Mex’s new PR agency, replacing incumbent 6dc.

The stunt is part of Mad Mex’s ‘Big Burrito’ campaign, a challenge for Aussies to try to eat a burrito weighing 1kg, a repeat of a promotion that first launched last year.

The stunt comes two years after Melbourne’s The Sphere Agency highjacked the premiere of Sacha Baron Cohen film Bruno for client Nando’s.

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