Leaping Leo Barry Stars In Toyota’s ‘Legendary Moments’ Campaign

Leaping Leo Barry Stars In Toyota’s ‘Legendary Moments’ Campaign
SHARE
THIS



Toyota has launched its latest Legendary Moments campaign – the 14th iteration in the long-running series – hilariously recreating another famous moment in AFL history to kick off the 2016 Finals Series.

Developed by leading sports and entertainment marketing agency Gemba, this year’s campaign once again features irreverent duo Steve Curry and Dave Lawson as they help ‘Leaping’ Leo Barry recreate his game-saving pack mark from the 2005 Toyota AFL Grand Final. The mark is one of the most memorable moments in finals history as it ensured the Sydney Swans a win over the West Coast Eagles, securing their first premiership in 72 years.

Curry and Lawson reprise their comedic roles of obsessed footy fans for the latest ad, helping Leo ‘leap again’ to recreate the famous mark with the aid of a home-made see-saw that catapults the Swan’s hero through the air and into a make-shift ‘pack’.  The new campaign can be viewed here: www.toyota.com.au/legendarymoments

Brad Cramb, Toyota Australia’s Chief Marketing Officer, said: “Legendary Moments has been a hugely successful sponsorship campaign for Toyota, evidenced by the fact that this is our 14th ad in the long-running series. The campaign delivers us a great vehicle to engage with footy fans across the country at a time of year when fan passion is at its peak. This year, Leo Barry became our latest legend, joining the likes of Michael Long, Alex Jesaulenko and Tony ‘Plugger’ Lockett as superstars immortalised in the series.”

The 2016 Legendary Moments campaign has been released in short and long-form edits, including 30”, 60” and 120” versions and will feature across TV, print, digital, social media and Toyota’s internal channels.

In addition to the feature ads, the campaign includes a raft of entertaining online content such as behind-the-scenes outtakes and teaser videos to promote consumer conversation. Gemba has also developed a consumer promotion in conjunction with the campaign that leverages the iconic pack mark image of Leo Barry and invites AFL Fans to ‘tag their pack’ on Facebook and win seven tickets to the AFL Grand Final.

“Getting the band back together to continue this iconic campaign is a real highlight of the season. Smart, funny, creative people, passionate about AFL footy, working together to deliver a really focused brand message for Toyota,” said Gemba’s Executive Creative Director Boyd Hicklin.

“We’ve managed to adapt the long running campaign to the new media landscape and engage fans where they’re sharing their love of the game – on social, in broadcast, through digital and print. It’s a real team effort and full respect to our client, agency partners and the AFL for helping bring it to life.”

CREDITS

Toyota Manager – Sponsorships, Events & Promotions: Lisa Sutherland Sponsorships Manager: Sahitian Rajendran Gemba Executive Creative Director: Boyd Hicklin Art Director: Boyd Hicklin

Copywriter: Shaun Conroy Graphic Designer: Felix Jong Creative Producer: Jonno Durrant Head of Client Services: Clare Stewart-Hunter Senior Account Manager: Murray Waterson

Director & Head of Marketing: Andrew Condon   Production Production: The Pound Director: Dogboy

Producer: Selin Yaman DoP: Gary Richards (TVC)

DoP: Shaun Herbertson (Teaser Content) Editor: Gary Woodyard Sound Post: Gusto Studios

Online: Concrete Wednesday Post Production

Stills: Jon Webb

 

Social Agency

One Green Bean

 

Media Agency

The Media Store

 

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]