Toyota Reboots ‘Legendary Moments’ Campaign

Toyota Reboots ‘Legendary Moments’ Campaign
Andrew Condon
By Andrew Condon
SHARE
THIS



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

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign
  • Campaigns

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign

BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.

Enero Posts Net Revenue Increase Of 4.9%
  • Media

Enero Posts Net Revenue Increase Of 4.9%

Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.

Recommended

by B&T Magazine

B&T Magazine
You Can Now Limit Who Can Reply To You On Twitter
  • Technology

You Can Now Limit Who Can Reply To You On Twitter

Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]

Home Office Set Up for Webinar and Teleconference whilst respecting the lockdown due to the corona virus outbreak
  • Media

The Virtual Conference Network Launches In Australia

The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]

Medallia Appoints Heather Paterson As ANZ Country Manager
  • Advertising

Medallia Appoints Heather Paterson As ANZ Country Manager

Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]

IAS And Channel Factory ‘Channel Science’
  • Technology

IAS And Channel Factory ‘Channel Science’

Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized.  More than ever before, advertisers are searching for ways to streamline their media buying and improve […]

Recommended

by B&T Magazine

B&T Magazine
Playing
  • Technology

Google Presses Play On Programmatic Audio

If CV-19's given us anything, it's more podcasts than you could listen to in 1000 lifetimes. Monetise yours with this.

Recommended

by B&T Magazine

B&T Magazine