Toyota Campaign Celebrates NFL Star Brock Purdy's Relentless Work Ethic

Bay Area-based independent media and ad agency H/L launches a series of Toyota spots for the Northern California Toyota Dealer group. Featuring San Francisco 49ers quarterback Brock Purdy, the campaign highlights his relentless work ethic and dedication to the team, seamlessly aligning Toyota’s commitment to excellence with the beloved athlete and naturally strengthening brand affinity locally for the 2024 NFL season.

After a teaser campaign on social media, the hero spot premiered during the 49ers' first regular season game on Monday Night Football. Additional spots will be rolled out over the course of the season from October through December, while supplementary work featuring Brock Purdy will further align Toyota with 49ers fandom on social media, running in tandem with the television commercials.

Director and cinematographer Carlo Silvo and H/L executive creative director Dallas Baker worked in perfect sync to ensure every phase of this project, from concept to development, ran like clockwork. H/L’s team of writers, artists, graphic designers, production specialists, and logistics experts from across the Bay Area, Southern California, and Chicago worked over many months of stop-and-start synchronization to meet the ambitious production goals and delivery schedules. Produced through the in-house production studio Wolf House, H/L handled all aspects of talent procurement, creative development, live-action production, media planning, and activation, as well as social content development and production. 

These commercials authentically connect the Toyota brand with the unique 49ers fan experience coming off a Super Bowl run, enthusiasm for the young team leader Brock Purdy, and work to establish Northern California relevance. H/L’s history of leveraging sports sponsorships to elevate brands and effectively connect with regional target audiences includes deep experience working with many professional sports franchises and their players, like the SF Giants, Buster Posey, Willie Mays, and the SF 49ers’ Steve Young. 

H/L VP and the campaign’s executive creative director, Dallas Baker, remarks, “Throughout his brief NFL career, San Francisco 49ers quarterback Brock Purdy has defied the odds and risen as a proven leader at every opportunity. Creatively, it was very easy to align Toyota with that spirit in a typical sponsorship arrangement. But, the team behind this campaign - myself included - are true ‘49ers Faithful.’”