H/L Launches new NorCal Toyota Campaign with Brock Purdy

Sep. 01, 2026

Independent full-service advertising and marketing agency H/L will premiere its latest campaign for the Northern California Toyota Dealers during the first game of the 2026 season for the San Francisco 49ers on September 10th with its first spot “The Quarterback.” The multi- spot campaign stars beloved NorCal Toyota spokesperson Brock Purdy, the 49ers' reigning quarterback, alongside his wife, Jenna Purdy. The teaser trailer, now live, offers a sneak preview of the forthcoming spots and many social assets to come throughout the fall.

Led by H/L Executive Creative Director Dallas Baker and Wolfhouse Director & Cinematographer Carlo Silvio, the campaign returns H/L to Goal Line Studios, home to the nation's largest and most advanced volumetric LED video wall stage. The 180-degree surround screen let the team move Purdy through a run of environments which mixed live-action footage with generated scenes, without ever leaving the stage.

Four years on, the Northern California Toyota Dealers continue to build local brand affinity for the Toyota family of vehicles with endearing campaigns including the Purdy family, and the run has tracked Purdy’s own rise. He was coming off his rookie season when it started; the spots have grown in scale and ambition alongside his career. Both sides are clearly in it for the long haul. With “The Quarterback” and other spots from H/L, they present different facets of Brock and Jenna Purdy and capture a light-hearted glimpse into the NFL couple’s daily life in the Bay Area, fueled by their Toyota vehicles.

Baker elaborates on H/L’s newest year of work with NorCal Toyota and Brock Purdy, saying:

“We’ve been lucky enough to work with him since 2023 and show him evolving and growing as a player and person alongside the ever-improving hot Toyota lineup of vehicles. We’re proud of the work we’ve done for the 2026/2027 season, and we look forward to sharing it with fans!”

 

Joe Madden, owner of Goal Line Studios, said:

“We were able to leverage the studio to pull off a multitude of environments for Brock and Jenna with incredible efficiency. H/L always comes to us with cutting-edge ideas, and we were happy to join them once more for this year’s NorCal Toyota campaign.”

 

Dave Johnston, Northern California Toyota Dealers Association President, stated:

“Because of the person that Brock is, his partnership with the Toyota Brand has real impact. We are excited to take it all to a new level this season.”

 

Since 1985, H/L has been fiercely independent and committed to Make Momentum.™ The company’s strengths include local and national media activations, creative development, insights and analytics, full- scale digital and video production, multicultural marketing, and PR. H/L is headquartered in Oakland, California, with people in 22 states and offices in Atlanta, Miami, Phoenix, and St. Louis. What unites H/Lers across the country is a common drive—to pioneer new ways to push clients’ businesses forward and serve its communities.