Toyota champions grassroots cricket in new spot via Gemba

Toyota’s partnership with Cricket Australia and its support of local cricket is being showcased in its latest campaign, via sports and entertainment agency Gemba.

The campaign – ‘Keep The Scoreboard Ticking Over’ – taps into the heart of cricket culture, emphasising the on and off field momentum around local clubs and communities.

The spot takes viewers on a journey to authentic local clubs around the country, featuring Australian national team players lending their support.

The message of the spot is clear – ‘Buy a ticket and support local cricket’. It shines a light on Toyota’s ‘Good for Cricket’ raffle, a fundraising initiative that has raised over $5 million for grassroots cricket clubs. The campaign aims to invite cricket lovers to get involved with the cause and learn more about the raffle.

Gemba’s ECD, Boyd Hicklin, said: “Every ground in every town is different, but the universal joy of grassroots cricket can be found in the simple pleasure of playing, watching and supporting friends and family.

“We wanted to capture this unique, gentle spirit and show cricket lovers that Toyota helps local clubs on a very tangible level. That’s being good for cricket.”

Toyota said raffle participants play a vital role in helping these grassroots clubs survive and thrive, with 100% of the proceeds going straight to the clubs.

The campaign will run over summer in live cricket broadcasts, in stadiums and via digital, social and OOH channels.

One of the local clubs featured in the new spot


Client: Toyota Australia
Senior manager, marketing integration: Tim Stuckey
Manager, events, sponsorship and promotions: Jenny Huntley
Senior sponsorship and events specialist:

Lead agency: Gemba
Executive creative director: Boyd Hicklin
Creative director: John Weir
Creative producer: Ally Kirkwood
Graphic designer: Honey Terrill
Senior account manager: Lachlan Bennett
Senior account director: Lauren Ellis
Senior marketing consultant: Rennie Gilchrist

Director: Boyd Hicklin
Executive producer: Luke Coulson
Director of photography: David Guest
Post-production: Mr Fox Post-Production
Grade: Marty Greer
Sound: Final Sound


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.