Leaping Leo Barry Stars In Toyota’s ‘Legendary Moments’ Campaign
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
Please login with linkedin to comment
apg chair Paspaley The Bastion Group The Media Store Tinder MomentsLatest News
What It Takes To Help Build Brand Trust Online In 2021
By Suzanne Mitchell, Senior Director of Marketing at GoDaddy Australia As 2021 dawns in Australia, it does so with greater stability and hope for businesses and individuals than since the pandemic intensified locally last March. The Covid-induced digital transformation boom has created, in its wake, a hyper-individualised world whereby audiences have more control over what, […]
Mumpower Launches Inaugural ‘Vote On Purpose’ Australian Business Awards 2021
To celebrate brands going “above and beyond to act with purpose”, Mumpower has announced its first-ever consumer choice awards. The ‘Vote on Purpose’ Australian Business Award 2021 aims to crown Australia’s favourite purpose-driven company, with Mumpower now calling on both corporations and Mum shoppers to nominate a value-led company or a specific brand campaign that […]
BREAKING: Justin Drape Departs The Monkeys
B&T delivers a breaking news industry scoop. And, trust us, this time we're 79.98% certain it's even correct.
Outbrain Signs Three-Year Deal With Australian Community Media
Outbrain signs deal with Australian Community Media. Discover the brains behind the deal in this insightful synopsis.
Stan Sport Subscription Price Revealed
Sports fans will have to pay $10 a month to sign up for Stan Sport when it launches later this year, according to reports. The Nine-owned Sydney Morning Herald, is today reporting that Stan (also owned by Nine) will offer Stan Sport as a supplementary service, meaning fans must also have a subscription to Stan’s […]
Guardian UK Honours Kamala Harris Inauguration With Full-Page Ad, Via Uncommon
Once again the power of print is on show here. It's also on show for those who enjoy craft using papier-mâché.
Sitecore Secures US$1.2B In Funding
Sitecore has secured $US1.2 billion in funding. Said to be prioritising internal chocolate river and flying elevator.
Mintel Announces Global Consumer Trends For 2021
It's the latest global consumer trends report that, as you'd expect, continues to be bad news for airport duty frees.
2021 Data Predictions: What To Expect In The Year Ahead
Once again, data set to join omnichannel and full-service as the advertising industry's most ubiquitous words.
Sarah Wilson Launches New PodcastOne Australia Series
You have to hand it to Sarah Wilson, doesn't eat sugar AND has so far refrained from murdering anyone.
David Beckham Leads Star-Studded Adidas Football Promo, Using WhatsApp
David Beckham - women want him, men want to be him. Despite his wife constantly taking all the wardrobe space.
Morse Micro Appoints Milk & Honey PR To Enhance Brand Identity
Have absolutely no idea what Morse Micro even do? Discover the power of PR by reading this submitted press release.
Metro Commercial Radio Ad Revenues Down 10.4% In December Quarter
Kyle forced to eat beans from a tin in fingerless mittens as the great plague continues to savage ad revenues.
Endemol Shine Announces Leadership Shakeup
Endemol Shine announces management shakeup. Still no news on the enduring appeal of the actual edamame, however.
Stan Inks Exclusive Content Deal With Walter Presents
Stan inks latest content deal that unfortunately doesn't include Best Of Red Faces or Ask The Leyland Brothers.
Bohemia Appoints Chloe Schneider As Head Of Content
Chloe Schneider joins the Bohemia team and provides DIY press pic thanks to local passport photo booth.
News Media Bargaining Code Remains “Unworkable” For Facebook
Sure, you may not be reading any of B&T's News Media Bargaining Code coverage, but you have to admire our persistence.
Oz Premiers, PM Share Lamb Chops In Berlin Wall Art Parody, Via The Monkeys
Look, it's the second instalment of the lamb ad. And it's even better than the first, like Radiohead's second album.
UnLtd Board Welcomes Verizon Media MD Paul Sigaloff
Verizon's Paul Sigaloff joins the UnLtd board. Forced to sit on milk crates until arrival of leatherette swivel chair.
Sorrell Grabs Another One As MediaMonks Merges With German Auto Agency Staud Studios
Sir Martin invests in new set of lederhosen and felt alpine hat after snaring latest German agency.
Shutterstock Reveals Visual Trends 2021
Global creative platform Shutterstock has launched the 10th anniversary edition of its annual Creative Trends Report, highlighting the trends that will inspire creative expression and ingenuity in 2021. Announcing the report, Shutterstock creative director Flo Lau said that, after the year that was, the company was encouraged by the “positivity, originality, and resilience displayed by […]
Ogilvy Australia CEO David Fox To Head Middle East & North Africa Office
David Fox hurriedly learning where Tunis and Marrakesh even are after landing North Africa-Middle East role.
Vic Gov Chooses QMS For Its Holidaymaker Fire Warnings
It wouldn't be a B&T newsletter without the latest outdoor news. Well, save for the past four that is.
Jobs On The Rise: 2021’s Looking Good For Marketers, Digi Pros, Podcasters & Bloggers
It's the latest hot jobs report! Get set for that unsettling, stomach churning nausea feeling if yours ain't on it.
Have We Entered Peak Podcasting? 2021 Predictions
This columnist asks have we reached peak podcasting? We've definitely reached peak cavoodles, Aperol Spritz & man buns.
Lenovo Turns Aussie Tech Review Into A Death Metal Song
By playing this death metal song backwards you may conjure Satan himself, or really annoy the shit out of colleagues.
Are Media’s BEAUTY/Crew Unveils Seasonal Digital Issues
Look, here's the latest industry beauty news that'll have your sagging epidermis glowing by the end of the third paragraph.
Bastion Collective Launches New Interactive Experience Agency Bastion Interactive
Bastion Collective launches new arm, Bastion Interactive, which is a specialist interactive experience agency headed up by ex DDB Tribal Managing Director.
Major US Networks ‘Boycott’ Trump Farewell Address
Outgoing and twice impeached President Donald Trump released a pre-recorded farewell as he departed Washington. But many of the US’ major networks didn’t show it. Trump was banned from Facebook and Twitter in the wake of his supporters’ attack on the US Capitol on 6 January. His personal account on YouTube has also been suspended […]
Facebook Journalism Program Helps News Publishers Find New Subscribers
New data from Facebook shows that an initiative aimed at supporting local news publishers is showing early signs of success. Australian and New Zealand publishers participating in the Facebook Journalism Project’s Reader Revenue Accelerator in 2019 and through 2020 secured more than 24,000 new paying subscribers and more than 160,000 new loyal readers (whether through […]
