Toyota Legendary Moments are back, and this cricket season, Toyota Australia worked with Gemba to resurrect a classic Ashes memory with a pigeon suit, a billy cart and Glenn McGrath reliving his 2002 heroics.
The newest Toyota Legendary Moments campaign puts humour and nostalgia at the centre of the Aussie summer. It reunites Ryan Shelton and Matt Okine and pairs them with fast bowling great McGrath who stepped straight into the chaos. From Ryan sweating inside a full-length pigeon suit to Glenn riding high on The Pigeon Flyer, the shoot had a passionate energy that permeates all the work.
Gemba led sponsorship strategy, creative development, production and delivery of the integrated campaign. It was a tight collaboration with Toyota Australia from first concept to final master, with PR and social amplification supported by Havas Red and media partnerships managed by Spark.
Toyota Legendary Moments is one of the most enduring sponsorship platforms in Australian sport. After seventeen AFL recreations and only one earlier cricket moment (Steve Waugh), the time was right to return to the Ashes archive. McGrath’s outrageous outfield catch remains a defining snapshot of the rivalry and gave the team a perfect base for banter and play.
The campaign includes a 60 second film, two 30 second edits and a 15 for broadcast, digital and social. A suite of short form digital assets and behind the scenes content pushes the comedy further and gives fans a closer look at the antics, the contraptions and the camaraderie behind the shoot.
The work once again showcases Toyota’s passion for Australia’s favourite summer sport and places the brand in the heart of the fan conversation as new Ashes memories are made. The blend of nostalgia, comedy and craft gives Toyota a distinctive voice as cricket returns to centre stage.
“We are proud and excited to bring another Legendary Moment to life. The series has become part of Australian sporting folklore and seeing Glenn McGrath alongside his pigeon twin is something we think cricket fans will enjoy.” said Boyd Hicklin, ECD of Gemba.
The campaign will run from the second Ashes Test in Brisbane and will appear on Channel 7, Kayo, owned social and across Cricket Australia’s digital channels.
Check out some BTS below too.