This summer, Brock Purdy became a first-time dad just before the 2025 NFL season kicked off. Brock is as dependable and versatile off the field as he is on it, handling diapers and defenses with the same determination. Navigating the ups and downs of a long season as QB1 and Franchise Father, Toyota is there to redefine fatherhood, and make it a smoother ride through it all.
OOH
Football meets parenthood on the road: Toyota takes the game beyond the stadium with bold out-of-home moments that connect tailgates to playdates, and touchdowns to diaper runs.
#DadStats
Each week, Brock’s stat line is posted. Not just yards and TDs, but diapers changed, bottles made, and any other Daddy Duties Brock took on that week.
On social, 49ers fans post their own #DadStats for the week, earning a chance to win tickets to a 49ers game with their child. Who doesn't remember their first game with Dad?
New Parent Program
Parenthood changes everything, including your car. From strollers to car seats, new parents need more space, safety, and comfort. At local dealerships, our ‘New Parent Program’ offers exclusive savings on family-ready vehicles, plus limited edition mobiles, baby mirrors, and toy cars, making the transition a little smoother and every drive a little safer.
Toyota Changing Stations
50% of men's restrooms are missing changing tables. To turn that gap into a game-changing statement, we'll create Toyota Truck Bed changing tables to be placed in all restrooms, with a focus on men's restrooms in locations like sports bars, stadiums and shopping malls.
Dealership x 49ers
Brock Purdy extends beyond the stadium, woven into Toyota dealerships through eye-catching signage, branded decals, tailored offers, and exclusive dealership merch.
Socials
Toyota stretches into social, sparking TikTok series, short-form posts, trending tweets, curated playlists, and ongoing digital conversations.
Rookie Babies
Brock’s not just a dad at home, but on the field as well. Now in his fourth season on the 49ers, Brock is looked at as a father figure to the rookie class. Maybe a little too much. In this commercial series, join Brock as he navigates a series of parental situations, including nightmares, and becoming an empty nester.
INT. Bedroom- Night.
Brock and Jenna are sleeping peacefully. A shadow swallows Brock, and a hand shakes him awake. It’s Alfred Collins.
Brock- (Groggy) Huh? What? Alfred?
Alfred- I had a nightmare, I can’t sleep.
Brock- How did you get into my house??
Alfred- (Whiney) Brooock, please!
CUT TO:
INT: Toyota Tacoma. Later.
Brock drives calmly through the quiet streets of San Francisco. Alfred is curled up in the passenger seat snoozing like a baby. Brock, smiles and makes a left turn.
Narrator V/O- Smooth enough to rock the toughest to sleep. Toyota. Redefining fatherhood.
