Toyota joins forces with NFL draft sensation Brock Purdy

Toyota Launches Campaign with NFL Star Brock Purdy

Toyota has recently launched a new campaign that focuses on the NFL draft. The campaign features San Francisco 49ers quarterback Brock Purdy and aims to promote the 2025 Toyota Crown Signia, as announced in a press release.

Purdy stars in a 30-second spot, "Purdy Good Advice,” that plays on the idea that he was the final player chosen in the 2022 draft. The campaign also features content from 13-year-old creator Jazlyn "Jazzy" Guerra.

Toyota's decision to involve an NFL star and a teenage creator in their draft-focused campaign shows the importance of using various content types and channels to connect with a diverse audience.

Toyota Utilizing NFL Draft to Promote 2025 Toyota Crown Signia

Toyota is capitalizing on the popularity of the NFL draft to promote its upcoming 2025 Toyota Crown Signia. With a massive audience of 54.4 million viewers tuning in last year, the draft provides a valuable opportunity to connect with the NFL's dedicated fans during the off season. Toyota is strategically maximizing its presence at the event through a combination of onsite experiences and engaging content activations.

The upcoming ad will be shown during the NFL Network’s broadcast and stars Purdy giving lighthearted advice to rookies joining the draft. It playfully acknowledges that Purdy, an unexpected standout quarterback, was dubbed as the 2022 “Mr. Irrelevant,” a term for the final player chosen in the draft. The ad, titled "Purdy Good Advice," will also be featured on social media, digital platforms, and streaming services, as well as in airports during the draft.

Toyota, the official sponsor of the "2024 NFL Draft Red Carpet Presented by Toyota,” has exciting plans for the event. Thirteen-year-old Jazlyn "Jazzy" Guerra will host a live content series where she interviews top draft prospects. The content will be featured on the “Jazzy’s World TV” channels, with Purdy making an appearance in a teaser. Guerra, with nearly 700,000 followers on YouTube, has interviewed celebrities like Jay-Z, Shaquille O’Neal, and Alexandria Ocasio-Cortez. She will also announce a Day 3 selection during the event.

In addition to Guerra’s involvement, Toyota will have other exciting activations at the NFL fan festival. One of these activations is a fan experience where fans can draft new players using various Toyota vehicles. The vehicles available for selection include the 2024 Tacoma, 2025 Toyota Crown Signia, 2024 Land Cruiser, 2025 Camry, and the 2025 4Runner.

Toyota's focus on the entire draft could help the campaign last longer. The first night of the draft usually gets the most attention, but viewership tends to decrease in the following days. In 2023, Thursday night had an average of 11.4 million viewers, while the daily average dropped to just 6 million.

Editor's P/S:

Toyota's draft-themed campaign is a clever and engaging way to connect with football fans and promote the 2025 Toyota Crown Signia. By featuring NFL star Brock Purdy and teenage creator Jazlyn "Jazzy" Guerra, Toyota is appealing to a wide range of demographics. The campaign's focus on the entire draft, rather than just the first night, is also a smart move, as it will keep the campaign relevant throughout the event.

Toyota's decision to involve Purdy in the campaign is particularly noteworthy. As the final player chosen in the 2022 draft, Purdy defied expectations and became a standout quarterback for the San Francisco 49ers. His story of resilience and determination is sure to resonate with viewers, and his involvement in the campaign will help to promote Toyota's message of "unleashing the power of potential."