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Reading: Toyota Reboots ‘Legendary Moments’ Campaign
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B&T > Advertising > Toyota Reboots ‘Legendary Moments’ Campaign
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Toyota Reboots ‘Legendary Moments’ Campaign

Andrew Condon
Published on: 20th April 2015 at 11:17 AM
Andrew Condon
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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

 

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By Andrew Condon
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A highly motivated,achievement oriented and respected sponsorship specialist with sport and entertainment marketing experience in the Airline, Insurance, Sporting Goods, Alcohol, FMCG, Telecommunications and Financial Services categories across both Australia and NZ. After 10 years working in marketing leadership positions with Canterbury and Lion I ventured agency side to use my skills in strategy development, negotiation, activation planning and implementation and people development to deliver client projects. Opening and managing the Sydney office for the highly regarded Sports Marketing Agency; gemba Group I have led the delivery of strategy, negotiation and activation projects for Lion Nathan, Telstra, Bigpond, Coca-Cola, Powerade, Coca-Cola Amatil and Macquarie Bank Following 2 years with gemba in September 2009 I founded the Australian operation of M&C Saatchi Sport & Entertainment, a creative communications company specialising in sport, music and film sponsorship exploitation. During his tenure the agency succesfully pitched for Qantas, Commbank, PepsiCo, GWS Giants, IAG and Skins. Our work for these clients has been recognised with AMI and B&T sponsorship awards for the Qantas Grand Prix and Pepsi Max V8 Supercars projects. In 2012 my achievements were recognised when I was included in B&Ts Top 40 under 40 marketers. In March 2013 I returned to gemba to lead the Entertainment Marketing team – a team of 23 that helps many of Australia’s biggest and best brands shape, manage and leverage their investments in sport and entertainment. This team counts Toyota, Coca Cola, Lexus and Telstra among its clients, and was recently appointed by the Federal Government to manage the sponsorship portfolio of the Australian National Preventative Health Agency (ANPHA).

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