Bay Area-based media and ad agency H/L has partnered with Toyota and San Francisco 49ers quarterback Brock Purdy for an exciting new campaign.
The series of commercials aims to align the Northern California Toyota Dealer group with the passionate 49ers fanbase by highlighting Purdy’s strong work ethic and dedication to his team. This partnership underscores Toyota’s brand commitment to excellence as it leverages Purdy’s rising status following the 49ers’ successful Super Bowl run.
The campaign kicked off with a teaser on social media, building anticipation for the hero spot, which premiered during the 49ers’ first regular season game on Monday Night Football. Watch below:
Directed by Carlo Silvo and overseen by H/L Executive Creative Director Dallas Baker, the spots were produced through H/L’s in-house production studio, Wolf House. H/L handled all aspects of the campaign, including talent procurement, creative development, live-action production, and media planning. This comprehensive approach ensured that the campaign authentically connected with the 49ers’ fanbase, building brand loyalty while showcasing Brock Purdy’s leadership and grit.
Baker emphasized how easy it was to align Toyota with Purdy’s spirit, noting, “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.’”
Further ads will roll out throughout the 2024 NFL season from October through December, complemented by a robust social media campaign.
CREDITS:
BRAND: Northern California Toyota Dealer Group
AGENCY: H/L
- Dallas Baker – VP, Executive Creative Director
- Carlo Silvio – Director/Cinematographer
- Deepak George – Associate Creative Director
- Will Hammack – Associate Creative Director
- Trey Curtola – Chairman
- Chris Cronin – SVP, Managing Director
- Max Tenhoff – Account Supervisor
- Griffin Knorpp – Account Executive
- Jeanne Muller – Integrated Project Manager
- Nate Kristoff – Camera Operator & Editor
- Jenice Tupolo – Senior Copywriter
- Zach Morrison – Senior Art Director
- Nhien Nguyen – Senior Art Director)
- Mark Moran – Copywriter
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