Mumbrella’s Summer Shorts series – ep. 11

If you’ve struggled to take a trip anywhere this holiday break, there’s always “MumbrellAir”, where our Summer Shorts journey continues.

Mumbrella flies in and out of the media, marketing and advertising industries to bring you some duty-free news and information. And you won’t find this in any newsletter – so keep popping back for updates.

We’d like to keep this interactive, so please, if you’d like to be part of Mumbrella’s industry insider holiday summer camp, send your thoughts, sightings, and ideas to abanks@mumbrella.com.au.

Short shorts

• The global billboard & outdoor advertising market is expected to grow from $61.67 billion in 2021 to $66.80 billion in 2022 at a compound annual growth rate (CAGR) of 8.3%. (Billboard And Outdoor Advertising Global Market Report, 2022)
• Only 37% of Australians expect 2022 will be ‘better’ than 2021 – down 22% points on a year ago. (Roy Morgan)
• Wellness influencer Bianca Cheah was arrested after disembarking a flight from LA at Sydney Airport for allegedly duping investors out of $1 million. (news.com.au)
• Mercedes-Benz has reportedly removed a recent video advertisement published on Chinese social network Weibo on December 25, after the brand was criticised for doing up a model’s face to give her exaggerated eyes. (NY Post).

• Citroën has been heavily criticised for a video ad in Egypt depicting what could be considered as a sexual harassment act. The commercial has been removed, with Citroën issuing an apology.

• A model has admitted to having to wear padding during plus-sized advertisement gigs. Karoline Bjørnelykke shared a TikTok video in November. The video has attracted more than 478,000 views and Bj*rnelykke revealed she’s a plus-sized model and she sometimes works with brands that carry sizes XL to 5XL. (Business Insider India)
• A tobacco executive in the UK has begged the Government to bring in regulations to control the sale of nicotine pouches which have been introduced to the British market in 2019. Dean Gilfillan, the UK general manager of Japan Tobacco International (JTI), has raised concerns that nicotine pouches are only covered by General Products Safety Regulation 2005 because they do not contain tobacco. (The Express, UK)
• From January 1, 2022, copyrighted works from 1926 will enter the US public domain.
• Home and Away will return to Australian screens on Monday 31st January.
• The Australian Press Council (APC) has appointed three new public members and one new adjudication panel member. The new public members are Mohamed el Roubi, Dr Sid Vohra and Diana Nestorovska. Shenal Basnayake is the new adjudication panel Member. Vice-Chair Julie Kinross is leaving the Press Council after serving the maximum number of terms in her role.
• Fox News finished off 2021 as the US’s top-rated basic cable channel for the sixth straight year. MSNBC came in second place, followed by CNN, ESPN and HGTV. According to Nielsen Media Research ratings data, Fox News secured an average of 1.327 million total viewers in total-day ratings for the year, with 222,000 of those in the advertiser-coveted age demographic of 25 to 54. It was the only cable network to deliver over 2 million total viewers in primetime and 1 million in total-day viewership for the year, on average. CNN averaged 773,000 total average viewers in total-day, with 185,000 of those in the demo, on average. MSNBC nabbed 905,000 total average viewers, of whom 125,000 were in the demo. (The Wrap)
• Russia’s state media watchdog will require Netflix to offer state television channels to its Russian customers after it added the US-based streaming service to its register of “audio-visual services”. (The Moscow Times)
• Expect the new streaming battleground to be around news, with CNN+ launching in 2022. (Variety)

• Rebecca Maddern is joining Melbourne’s 7NEWS presenting team led by Peter Mitchell, taking a new seat at the desk alongside Mike Amor on weekends. Starting this Wednesday at 6pm, Maddern and Amor will co-present Melbourne’s 7NEWS while Mitchell takes a break. The duo will then co-host weekend editions on Friday and Saturday evenings.

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Destination: Australia

Australian film industry budgeting and government incentives are repackaged in Ausfilm’s new direct campaign, designed by Paper Moose. A Hollywood producer and Aussie “fixer” hatch a plan to assemble the perfect Australian post-production team in the “The Australian Job” trailer. Ausfilm, the Australian industry association that markets Australia’s film and television production incentives on behalf of the Federal and State governments, also promotes to global screen makers. The film trailer showcases how easy and cost-effective it is to complete post-production in Australia remotely, without global film and TV executives leaving home. The piece was delivered to 5000 high-profile film and TV executives worldwide and includes a bespoke, web-based, screen production tax incentives calculator.

Credits
Director: Steve Anthopoulos
Executive Creative Director: Nick Hunter
Creative Director: Jeremy Willmott
Art Director: Katie Mcintyre
Copywriter: Pete Saladino
Producer: Jon Buchan
Senior Producer: Lucy Whirledge
DoP: Jack McAvoy

Director of Marketing & Industry Partnerships: Rachelle Gibson
Senior Marketing & Digital Content Specialist: Ashlee Sang

Design Lead: Georgia Shillington
Designers: Divya Abe, Evelyn Tran
Head of digital: Brigham Glaser
Lead developer: Greg Poole
Developer: Justin Clayden
Digital designer: Jason Fidel
Group account director: Liz Stephens
Account manager: Madeleine Huxley

Head of production: Maren Smith
Editor: Steve Anthopoulos
Production designer: Antony Miller
Aerial cinematography: Aerial Films Australia & XM2 Pursuit
Colour grade: Sandbox
Composer: Angela Little
Lighting: Fox Lighting
Sound & music post-production: Trackdown
Studio & locations: Fox Studios Australia
Title designs & motion graphics: New Holland
Visual effects: Alt.VFX & Fin
Senior Casting Director: Stevie Ray

Looking back on 2021 like it was the day before yesterday: