H/L Reunites With 49ers' Brock Purdy and Toyota for "Weekend Plans"

Oct. 28, 2024

Independent media and ad agency H/L rejoins Toyota and San Francisco 49ers’ quarterback Brock Purdy for its second installment in a series of spots for the Northern California Toyota Dealer group. In the latest spot, "Weekend Plans," Purdy steps off the field and into fans' living rooms, helping a devoted fan prepare for game day. The ad premiered on October 27th during the 49ers' matchup against the Cowboys, airing on NBC and Peacock.

The campaign, featuring a series of commercials starring Purdy, was developed on behalf of the Northern California Toyota dealerships, proud sponsors of the 49ers. NorCal Toyota enlisted H/L and its in-house production studio, Wolf House, to bring the concept to life. Executive Creative Director, Dallas Baker and the H/L Creative team collaborated throughout the creative process with Director and cinematographer Carlo Silvio to ensure a unified message that resonates with local fans. The campaign naturally strengthens brand affinity for Toyota by aligning the company's commitment to excellence with Purdy’s determination, tenacity, and athletic spirit.

Based in the Bay Area, H/L’s history of effectively connecting area audiences with regional professional sports teams includes previous work with the SF Giants and players Buster Posey and Willie Mays. “Weekend Plans” authentically connects the Toyota brand with the 49ers fandom as one woman runs through everything that goes into her preparing for game day, including picking jerseys, unloading the Camry, and adjusting the spice level of the dip, all assisted by Brock Purdy cheering her on the way that she cheers on Brock Purdy and the 49ers. By taking Brock Purdy’s dedication to his team and its fans to the next level, the quarterback showing up for gameday support mirrors Toyota’s reliability and top-notch products.

H/L VP and the campaign’s executive creative director, Dallas Baker elaborated:

“Our first spot in the campaign featured possibly the most talked-about QB in the league and how his spirit and values formed the perfect connection with the Toyota brand. In this second spot, we strengthen Toyota's longstanding bond with fans. It's a high-five with our fellow 49ers' Faithful, authentically declaring that NorCal Toyota dealers are Faithful, too. We have one more spot coming out later this season, too, and we can’t wait for fans to see what we have in store for them!”