Publicis Mojo launches its 11th Legendary Moments spot for Toyota, starring Wally Lewis

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LegendaryMoments1.jpegToyota has launched its 11th Legendary Moments spot with the new ad enshrining not an AFL moment, as in the previous ten, but a classic scene and hallowed hero from NRL’s State of Origin series. The first Legendary Moments ad was conceived by Publicis Mojo in 2004, in response to Toyota’s brief to help engage Victorians around their sponsorship of the AFL.  

Mojo’s idea has roots in an enduring ocker truth: we love to kick a footy around in the backyard while re-living our favourite sporting moments. The original ad, and each of the subsequent ten Legendary Moments, have featured lovable larrikins Steve Curry and Dave Lawson. The two comedians improvise around a pre-crafted script, whilst the player himself is in the dark and has to play along in the re-enactment.

LegendaryMoments2.jpegThe ads have themselves passed into Australian cultural legend, with the campaign featured on the front page of major newspapers, in television news reports, and avidly discussed on talkback radio and in online footy forums. Language and action from the ads are continually replayed in live conversations. Fans have filmed their own Legendary Moment re-enactments and posted them on YouTube, and there is a ‘Toyota AFL Legendary Moments Appreciation Society’ on Facebook.

Mojo Melbourne copywriter and passionate sports fan Michelle Walsh, who, starting with the famed Jesaulenko ad, has written scripts for the series for four years, says both research and intuition are important in identifying which moments will translate into the just the right brand of humour for the screen. “The challenge now is to keep the commercials fresh and unpredictable without moving too far from the fun, down-to-earth style that connects so strongly with us Australians,” she says.   

Response to the new NRL Legendary Moment has been enthusiastic, from both footy fans and the media. The spot featured in an editorial piece on Nine’s Today Show this morning, where it was said to be one of the most popular online items of the day.  

 

Craig Davis, Mojo’s co-chairman and chief creative officer, said that the long-lived success of the Legendary Moments franchise is exceptionally rare in the increasingly expendable world of mass communications, where audiences’ tolerance for rapid-fire advertising messages are at an all-time low.

“Stories worth sharing are the sweet spot for brand engagement, pure and simple,” he said. “Legendary Moments is a compliment to Toyota, who have recognized and committed to authentic, emotional storytelling that goes beyond advertising.”

Credits

Creative Team: Michelle Walsh & Dave Varney

Executive Creative Director: Craig Davis

Account Service: Davin Power, Aaron Thomas

TV Producer: Tuesday Picken

Production Company: The Pound

Media Agency: The Media Store

Sports Marketing Agency: Gemba