H/L Joins Toyota and Brock Purdy of the 49ers in "The Driver's Seat"
Independent media and ad agency H/L teams up with Toyota and Brock Purdy for its third and final spot in the 2024-25 NFL season for the Northern California Toyota Dealers.
H/L’s joint venture with Brock Purdy, the 49ers, and Toyota is the latest iteration of the media and ad agency’s sports marketing expertise, partnering high-profile brands with pro-league teams and players to build a natural localized affinity for global companies. H/L conceived and executed every aspect of this campaign, from concept to production, in collaboration with its in-house production studio, Wolfhouse. Executive Creative Director, Dallas Baker, led the creative team alongside director and cinematographer Carlo Silvio. The resulting campaign, represents a year-long effort to solidify Toyota’s reputation as Northern California’s top-selling auto brand while aligning with the 49ers and their quarterback, Brock Purdy.
With “The Driver’s Seat,” the high-profile quarterback for the San Francisco 49ers takes viewers on a scenic journey into his leadership mindset from behind the wheel of his Toyota Tacoma. As he drives down the road ahead, Purdy reflects on his responsibilities to the 49ers’ past glory and future success, while cheers of the 49ers Faithful grow louder and louder, punctuating his daydream. Acknowledging the “expectations of dependability” placed on his shoulders for these responsibilities parallels his own values with those of the Toyota brand.
The ad humorously ends with a cameo from Brock Purdy’s wife, Jenna Brandt, rapping on the passenger-side window for her husband to unlock the truck door, interrupting his reverie and bringing him back to reality.
Dallas Baker, H/L VP and the campaign’s Executive Creative Director, says of this third spot, “This is all about cementing the NorCal Toyota Dealers as more than just sponsors of the 49ers. We’re part of the 49ers Faithful, too. It acknowledges the incredible burden (and opportunity) of playing in the footsteps of Montana and Young in a humorous way that highlights how an unassuming young quarterback processes all that, making Toyota’s connection with Brock Purdy and the 49ers that much stronger.”
“The Driver’s Seat” premiered during Sunday’s NFL game, where the 49ers faced off against the Chicago Bears.
