San Francisco 49ers Quarterback, Brock Purdy, Kicks Off New Partnership with Northern California Toyota
H/L’s newest ad campaign features San Francisco 49ers starting quarterback, Brock Purdy, and is the latest evolution of Northern California Toyota’s history of partnering with high-profile local athletes, including Steve Young (former 49ers quarterback) and Buster Posey (former San Francisco Giants catcher).
The 30-second TV spot, “The Right Time,” is amplified by a robust social media campaign. It aims to elevate Toyota’s partnership with the 49ers while creating momentum and driving brand affinity for Toyota locally in Northern California. Filmed at Levi’s ® Stadium in Santa Clara, and produced entirely by H/L’s in-house production studio, Wolfhouse Productions, the spot highlights Brock Purdy’s tenacious work ethic, which has led him from “Mr. Irrelevant” to the starting quarterback of one of the best teams in the NFL.
Building energy as it goes, the spot starts with a mix of dramatic footage of Purdy, following him through early morning workouts on the field and in the gym. This is paired with footage of a red Toyota Tundra driving through misty pre-dawn Northern California roads. The spot culminates with a hyped-up Brock Purdy, in full uniform, charging out onto the field ready for game day, followed by the Tundra blasting out of a tunnel of its own, ready for anything.
Purdy’s rapid ascension and dogged determination to improve mesh perfectly with Toyota’s mantra of “there is no best, only better.” Northern California Toyota Dealers Advertising Association President, Dave Johnston, summed up this connection by saying, “Brock has that—coming from Mr. Irrelevant to get where he is now as starting quarterback on one of the best teams in the NFL. He just wants to keep getting better.” This connection, coupled with Purdy’s high-visibility position as a starting NFL quarterback, creates a perfect match for Northern California Toyota. “He’s still young, and what he’s done so far, particularly his ascent from that draft pick to where he is now, is an incredible story, an incredible journey, and we wanted to align with that—but more importantly align with his brand and his character,” said H/L Chairman, Trey Curtola.
To further amplify the campaign beyond just linear TV, H/L is deploying a comprehensive social media component to reach Gen Z audiences, who may not be otherwise engaged by traditional television. “This will live in a lot of different places, and reach audiences across many different segments,” said Curtola. The partnership with Brock Purdy, who is still just 23 years old, gives Toyota the ability to authentically connect with these younger audiences on platforms where they spend their time.
“The Right Time” debuted in and around the coverage of the San Francisco 49ers vs. Los Angeles game on Sunday, September 17. The TV spot will continue to run locally throughout the 49ers season in conjunction with an evolving set of social media assets. Thus far, the campaign has garnered attention from NBC Bay Area, DIGIDAY, San Francisco Business Times, and The San Jose Mercury News. Or check it out at ToyotaFaithful.com.
Since 1985, H/L has been fiercely independent and making Momentum. The company’s strengths include local and national media activations, creative development, insights and analytics, full-scale digital and video production, multicultural marketing, and PR. H/L is headquartered in Oakland, California, with people in 21 states, and offices in Atlanta, Miami, Phoenix, and St. Louis. What unites H/Lers across the country is a common drive—to pioneer new ways to push clients’ businesses forward and serve its communities.