Toyota revives ‘Legendary Moments’ campaign with Heath Shaw’s iconic smother via Gemba
After nine years in hibernation, the fan-favourite Toyota Legendary Moments campaign is back, with a comic recreation of Heath Shaw’s famous 2010 Grand Final ‘smother like no other’. A 60-second TVC aired on Friday night during the Collingwood v Carlton blockbuster on Channel 7.
In the 22nd year of Toyota’s partnership with the AFL, sport and entertainment agency Gemba is proud to help revive one of the game’s most iconic and beloved advertising campaigns.
Since its debut in 2004, Toyota Legendary Moments has paid homage to AFL folklore, reimagining unforgettable moments such as Plugger’s 1300th goal at the SCG, Leigh Matthews’ post-breaking bump at Windy Hill, and Jesaulenko’s legendary “You beauty!” mark. Selecting the next moment worthy of ‘legendary status’ was no easy task.
“There are so many great moments in footy, but the legendary bar is set high,” says Gemba Executive Creative Director, Boyd Hicklin. “To do the long-running campaign justice, we needed something embedded in the collective fan memory, a moment on the biggest stage that truly deserved the Toyota treatment.”
After much debate and many trips down memory lane through the AFL archives, Toyota is proud to crown Shaw’s iconic smother as the latest addition to the legendary canon. Dubbed ‘Smother of the Century’ by fans and pundits, the moment lives on not just for its determination and brilliance, but also for Dennis Cometti’s unforgettable call: “He came up behind him… like a librarian.”
The 2025 campaign introduces two new comedic hosts, Matt Okine and Ryan Shelton, who join ‘The Heater’ to relive The Mother of All Smothers in their uniquely chaotic style. The result is a fresh and funny take on a moment etched in footy history.
Ahead of the launch, the campaign has been teased through a coordinated influencer push, with AFL personalities and creators speculating (or self-nominating) the next legendary moment, building anticipation ahead of Friday night’s reveal.
The integrated campaign will roll out across TV, print, out-of-home, digital and social, before shifting focus from the elite game to grassroots football. Toyota will invite fans to nominate a moment from their local community for the chance to have it immortalised as Another Toyota Legendary Moment.
“Legendary Moments has been such a key part of Toyota’s AFL story, bringing a smile and shared passion to our sponsorship,” says Anthony Nobile, Senior Manager, Marketing Integration at Toyota Australia. “The chance to bring the campaign back with Heath’s iconic smother was exciting. But more importantly, we saw an opportunity to take this platform into the footy heartland and help community clubs celebrate their own legends. That is something we are incredibly passionate about.”
Client: Toyota Australia
Senior Manager, Marketing Integration: Anthony Nobile
Manager, Events, Sponsorship And Promotions: Ellie Gibbs
Senior Sponsorship And Events Specialist: Allison Fitzsimons
Events & Sponsorships Specialist: Ebony Taylor
Events & Sponsorships Specialist: Madison Fredrikson
Agency: Gemba
Executive Creative Director: Boyd Hicklin
Creative Producer: Isabella Antonacci
Head Of Creative & Production: Alexandra Longbottom
Creative And Production Manager: Mitch Fraser
Campaign Art Direction: Julia Mancuso
Group Account Director: Stephanie Mckenzie
Account Director: Jess Connor
Account Manager: Chrissie Molloy
Head Of Marketing Strategy: Adam Hodge
Senior Marketing Consultant: Rennie Gilchrist
Production Company: Finch
Director: Alex Roberts
Producer: Viv Jaspers
Executive Producer: Corey Esse
Production Manager: Darcey Taylor-Morrison
Photographer: Chris Hillary
Second Camera: Cameron Morley
1St Ad: John Sandow
Production Designer: Imogen Walsh
Hair And Makeup / Wardrobe: Nat Burley
Editor: Jack Hutchings
Music & Sound Design: Bang Bang Studios – Sam Hopgood
Colourist: Daniel Stonehouse
Online: Crayon
Casting Director: Mel Mackintosh
Media: Spark Foundry
Social: Red Havas
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