‘LEAPING LEO BARRY’ FEATURES IN THE LATEST EXECUTION OF TOYOTA’S HIGHLY ANTICIPATED 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’.
Brad Cramb, Toyota 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