Toyota ‘Betts’ big in latest chapter of long-running Legendary Moments campaign via Gemba
Toyota has launched the latest instalment of its long-running Legendary Moments campaign, with AFL great Eddie Betts fronting a new chapter created by Gemba.
The campaign sees Betts revisit the kind of brilliance that made him one of the game’s most exciting players, with Matt Okine and Ryan Shelton returning to the platform to inject their familiar mix of fandom and chaos.
Created by sport and entertainment agency Gemba, the 18th edition of the series centres on a playful recreation of Betts’ 2016 Goal of the Year against GWS, with the comic duo attempting to stop the unstoppable small forward by recruiting ‘The Orange Tsunami’ – an army of junior defenders.
While Betts has been out of the game since 2021, the spot demonstrates that he has lost none of the skill and flair that made him a fan favourite. Shot in Melbourne, the campaign rolls out across broadcast, digital, social and stadium, supported by cutdowns and behind-the-scenes content.
Says Boyd Hicklin, Executive Creative Director at Gemba: “Eddie brought so much joy to footy fans during his playing career, and that 2016 moment against GWS is exactly the kind of thing Legendary Moments was built for. It has skill, instinct and a bit of theatre, which gave us plenty to play with creatively.”
Says Mitch Fraser, Creative Strategist at Gemba: “Legendary Moments tap into everything fans love about footy. The nostalgia, the characters and the moments that become part of the game’s folklore. Fans place greater trust in brands that genuinely understand and contribute to the sports they care about, and few brands have been woven into the fabric of Australian football quite like Toyota.”
Anthony Nobile, Senior Manager, Marketing Operations at Toyota Australia, said the latest campaign was designed to connect with fans through a moment that still lives vividly in the memory of supporters: “Legendary Moments has always been about celebrating the stories and players that fans carry with them. Eddie’s 2016 Goal of the Year is one of those ‘Oh What a Feeling’ moments, and this campaign gave us a fun, fresh way to bring it back for a new audience.”
The latest instalment continues a platform that has become a familiar part of Australian sport marketing, using humour and nostalgia to celebrate the moments and personalities that stick with fans long after the final siren.
Shot in Melbourne, the campaign rolls out across TV, digital, social and stadium, supported by cutdowns and behind-the-scenes content.
Client: Toyota Australia
Senior Manager, Marketing Integration: Anthony Nobile
Manager, Events, Sponsorship and Promotions: Taruna Aguru
Senior Sponsorship and Events Specialist: Tayla Hartley
Events & Sponsorships Specialist: Madison Fredrikson
Events & Sponsorships Specialist: Andrea Misquith
Agency: Gemba
Executive Creative Director: Boyd Hicklin
Creative Producer: Isabella Antonacci
Head of Creative & Production: Alexandra Longbottom
Creative Strategist: Mitch Fraser
Creative: Boyd Hicklin, Paul Thompson, Tom Habal
Campaign Art Direction: Julia Mancuso
Senior Account Manager: Chrissie Molloy
Photographer: Chris Hillary
Production Company: Poppet
Executive Producer: Nat Taylor
Director: Matthew McCaughey
Producer: Elizabeth Malcher
DOP: Warwick Field
1st AD: John Sandow
2nd AD: Brett Omara
3rd AD: Darcy Mellor
Gaffer: Tommi Hacker
Grip: Peter Macadowell
Location Manager: Tony Saliba
Sound Recordist: David Ross
Wardrobe: Kris Knab
Hair and Makeup: Nisal Atapattu
Art Director: Lance Davis
Editor: Michael Houlahan
Online Editor: Drew Moden – Mr Fox
Music & Sound Design: Bang Bang Studios – Sam Hopgood
Colourist: Martin Greer
Media: Spark Foundry
Havas Red
PR:
Alice Dodge, PR and Communications Specialist
Kathleen Rayment, Senior Account Director
Adrienne Pearson, Account Director
Alex Lander, Account Executive
Social:
Joanne Ng, Social Media Strategy Director,
Tom Litchfield, Senior Account Manager
Will Summers, Content Creator
Darshana Agawane, Data Analyst
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