B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • State of Origin
  • WPP
  • AFL
  • B&T Women in Media
  • Pinterest
  • Thinkerbell
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • Foxtel
  • AI
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Leaping Leo Barry Stars In Toyota’s ‘Legendary Moments’ Campaign
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Leaping Leo Barry Stars In Toyota’s ‘Legendary Moments’ Campaign
Advertising

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

Cherie Hartley 5
Published on: 6th September 2016 at 3:03 PM
Cherie Hartley 5
Share
4 Min Read
SHARE

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

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: apg chair, Paspaley, The Bastion Group, The Media Store, Tinder Moments
Share

Latest News

Dame Lisa Carrington.
Zespri Teams Up With World Champion Kayaker Dame Lisa Carrington In Global Partnership
10/07/2025
Agency Scorecard: EssenceMediacom
10/07/2025
Agency Scorecard: It’s Friday
10/07/2025
BMW’s Alex McLean: Let Go Of The Steering Wheel
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?