Toyota: Let the Drive Speak for Itself
Brief:
Shift the narrative around Brock Purdy from “Mr. Irrelevant” to a trusted leader, aligning his story with Toyota’s reputation for reliability and performance.
Insight:
Media labels athletes. Brands earn trust. Both Purdy and Toyota let performance define their legacy.
Idea:
Put Brock in the driver’s seat—literally and figuratively—giving him space to share his story, his way.
Agency: H/L
ECD: Dallas Baker
ACD: Deepak George & Will Hammack
Senior Art Director: 🙋
Senior Copywriter: Jenice Tupolo
Director/Cinematographer: Carlo Silvio
Editor: Inome Callahan
Producers: Nikki Sikes, Frances Brookes, & Sally Zhang
Into the Future :30
Weekend Plans:30
Gameday rituals aren’t just for the players.
In this spot, one of the Faithful, a die-hard Niners fan, mirrors Brock’s game-day habits: same confidence, same mindset, same drive.
Driver’s Seat :30
In the driver’s seat, actions do the talking. Turns out Mr. Irrelevant’s got the keys.
Social
Beyond broadcast, we built a series of social-first content designed to deepen the connection between Purdy, Toyota, and the fans, because trust isn’t earned in one play.
Tailgate Talks
Casual, unscripted locker room style interviews with Brock, designed to humanize the rising star and deepen fan connection.
Keys to the Game
Every win starts with the right keys. It’s all about the little things that drive performance.
Touchdown or Fumble
Football’s version of Overrated/Underrated with a legacy twist. The banter on set was amazing.
We reframed Brock Purdy’s narrative, shifting attention from outdated labels and creating authentic moments that connect with fans. The campaign deepened Toyota’s relevance with a key regional audience, positioning both Brock and Toyota as reliable, trustworthy, and performance-driven.
The real payoff?
When the story extended beyond the campaign. Our team was behind the viral moment of Brock gifting Toyotas to his offensive line-turning a quiet act of leadership into national buzz, cultural relevance, and real brand love.
