Toyota Reboots ‘Legendary Moments’ Campaign

Toyota Reboots ‘Legendary Moments’ Campaign

Toyota has launched the latest iteration of its long-running Legendary Moments campaign with yet another comic recreation of a memorable moment from AFL’s rich history.

Joining the likes of Alex Jesaulenko and Tony ‘Plugger’ Lockett as legends immortalised in the series is Essendon speedster Michael Long and his epic dash down the wing in the 1993 Grand Final against Carlton.

Created by Gemba, the 2015 campaign leverages the irreverent sense of humour and iconic characters established more than 10 years ago by Mojo Melbourne. Steve Curry and Dave Lawson are back as the obsessed AFL fans, as their brand of comic content is rolled out in an extended social media campaign to kick start a new AFL season.

In the extended TVC that launched during the Essendon v Carlton AFL Round Three match on Saturday, Long recreates his flying run around the MCG by bouncing a football from the wing of a vintage bi-plane as it speeds across a country football ground, proving he’s still got the skills that made him famous in the all-conquering Baby Bombers of ‘93.

Fans have jumped onto the legendary moment and spread it far and wide via their social networks throughout the weekend. The execution is part of a comprehensive content series, which sees Steve and Dave tease fans as to who might be the ‘Next Legend’, as well as deliver unique behind the scenes content, quizzes, outtakes and flashbacks.

“Legendary Moments is one of the longest-running and most-loved sponsorship campaigns in Australian sport and it’s great to reignite the series with an inspirational character such as Michael Long, a man who has proven himself a legend both on and off the field,” said Nic Lloyd, Toyota Australia’s sponsorship events and promotions manager.

This is the 13th ad in the series for Toyota and the first to be created entirely by Gemba, although the company has been involved strategically from day one. More recently, Gemba has taken the Steve and Dave characters into AFL-related consumer promotions and deeper into Toyota’s social media landscape.

“Steve and Dave really strike a chord with fans, and their timeless take on Legendary Moments is still relevant in this changing media landscape,” said Boyd Hicklin, executive creative director at Gemba. “Full credit must go to Mojo for putting the puzzle together all those years ago, to the boys at The Pound for delivering the comedy and to Toyota for having the conviction to support a great idea for the long haul. It’s become very a powerful asset of its own.”

Gemba worked hand in hand with Toyota’s agency partners to deliver the creative across multiple channels; One Green Bean for social media strategy and execution, The Media Store for media strategy and negotiation, Oakton for digital execution – website and mobile.

The campaign will run across TV, print, digital, social media and Toyota’s internal channels.

Credits

Toyota

  • Manager – Sponsorships, Events & Promotions Nic Lloyd
  • Sponsorships Manager Mara Panizza

Gemba

  • Executive Creative Director Boyd Hicklin
  • Copywriters Boyd Hicklin & Shaun Conroy
  • Art Director Kieran Adams
  • Designer Felix Jong
  • Agency Producer Selin Yaman
  • Studio Manager Samuel Khusunawi
  • Director & Head of Marketing Andrew Condon
  • Account Director Clare Stewart-Hunter
  • Account Manager Laurena Abraham

 

Production (TVC)

  • Production The Pound
  • Director Dogboy
  • DoP Gary Richards
  • Executive Producer Natalie Taylor
  • Editor Gary Woodyard
  • Stills Jon Webb
  • Sound Post Final Sound

Production (Extended Content)

  • Production Gemba
  • Director Boyd Hicklin
  • DoP Adam Howden
  • DoP BTS Campbell Hynam-Smith
  • Production Manager Georgie Ifould
  • Editor Terence Race
  • Sound Post Sonic Playground

 




Please login with linkedin to comment

apg chair Clemenger BBDO Sydney Paspaley

Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]