After nine years on the bench, the iconic and fan-favourite Toyota Legendary Moments campaign is back, this time with a fresh cast of stars. The latest instalment celebrates Heath Shaw’s famous smother from the 2010 Toyota AFL Grand Final Replay and introduces comedic talents Matt Okine and Ryan Shelton to help bring this truly legendary moment to life.

Since its debut in 2004, Toyota Legendary Moments has reimagined unforgettable AFL highlights. From Plugger’s 1300th goal at the SCG, to Leigh Matthews’ post-breaking bump at Windy Hill, and Jesaulenko’s iconic “You beauty!” mark, the campaign has celebrated moments etched in footy folklore. This year we are excited to add another famous piece of commentary to that list: Dennis Cometti’s iconic “He came up behind him, like a librarian!”

Marking Toyota’s 22nd year as the AFL’s major partner, the campaign launched during Toyota Good for Footy Round in a huge Carlton vs Collingwood rivalry match, giving Pies fans even more reason to celebrate. It follows a two-week teaser campaign featuring AFL talent, Toyota ambassadors and AFL media personalities, all building anticipation around the next moment to be crowned ‘legendary’.

This fully integrated campaign will roll out across social, digital, print and broadcast. It will also feature across key AFL podcasts and be amplified by content creators inviting local footy clubs to share their own legendary stories.

Gemba is proud to once again partner with Toyota, bringing the fun back into footy and keeping fans at the heart of our creative, strategy and production. That’s Good for Footy.