Toyota has brought back one of its most beloved campaigns, Legendary Moments, after a nine-year hiatus — and it’s returning in style. In collaboration with Australian sports and entertainment agency Gemba, the campaign recreates one of the most unforgettable plays in AFL history: Heath Shaw’s “smother like no other” from the 2010 Grand Final.
Launching in the 22nd year of Toyota’s long-standing partnership with the AFL, this new chapter continues the brand’s tradition of reimagining key moments in Aussie Rules folklore — from Tony Lockett’s record-breaking 1,300th goal to Jesaulenko’s iconic “You beauty!” mark. But selecting the next worthy legend wasn’t taken lightly.
“There are so many great moments in footy, but the legendary bar is set high,” said Boyd Hicklin, Gemba’s executive creative director. “To do the campaign justice, we needed a moment embedded in the collective memory — something that truly deserved the Toyota treatment.”
The moment they landed on has long been etched into AFL history, not just for its skill and timing, but for Dennis Cometti’s unforgettable commentary: “He came up behind him like a librarian.” Shaw’s defensive move has since been dubbed both “Smother of the Century” and “The Mother of All Smothers.”
Adding a fresh twist, comedians Matt Okine and Ryan Shelton join Heath Shaw in the new campaign to relive the iconic moment with chaotic humor and modern flair. Their dynamic presence breathes new life into the series, blending nostalgia with contemporary storytelling.
Ahead of the campaign’s release, Toyota orchestrated a social media teaser featuring AFL personalities and influencers speculating about which legendary moment would be featured next — building anticipation before the final reveal. The full 60-second TV spot finally aired during the high-profile Collingwood vs. Carlton clash, drawing enthusiastic reactions from fans.
“‘Legendary Moments’ has always been about celebrating the joy and emotion of footy,” said Anthony Nobile, Senior Manager of Marketing Integration at Toyota Australia. “Bringing back the campaign with Heath’s smother was exciting — but more importantly, it gives us a chance to turn our focus to the grassroots level and honour the legends that live in every community club.”
The integrated campaign will roll out across television, print, digital, out-of-home, and social media. The next phase will invite fans across Australia to nominate their own local football moments, offering the chance for them to be immortalised as ‘Another Toyota Legendary Moment’.
With its mix of nostalgia, humour, and community spirit, Toyota’s revived campaign proves once again that AFL greatness isn’t just found under stadium lights — sometimes, it’s forged on the muddy fields of local footy ovals.
