Dive Brief:
- Toyota has launched a campaign centered around the NFL draft that features San Francisco 49ers quarterback Brock Purdy and promotes the 2025 Toyota Crown Signia, according to a press release.
- Purdy stars in a 30-second spot, "Purdy Good Advice,” that toys with the fact that he was the last player selected in the 2022 draft. The campaign also includes a content series from 13-year-old creator Jazlyn "Jazzy" Guerra.
- Toyota’s use of an NFL star and a teenage creator for its draft-focused campaign speaks to the different content types and channels marketers must utilize to reach a wide range of consumers.
Dive Insight:
Toyota is leaning into the NFL draft to promote its 2025 Toyota Crown Signia. With last year’s draft reaching a total of 54.4 million viewers, the event serves as a way of reaching the NFL’s core audience during the off season. Toyota is trying to make the most of the event through a series of both onsite and content activations.
The new ad, which is set to air during the NFL Network’s broadcast, features Purdy offering unserious advice to new players entering the draft and has fun with the fact that the unlikely star quarterback was 2022’s “Mr. Irrelevant,” the nickname for the last player selected in the draft. “Purdy Good Advice” will also air across social, digital and streaming channels, and will be shown in airports during the draft.
As the official sponsor of the "2024 NFL Draft Red Carpet Presented by Toyota” the auto manufacturer will have 13-year old Jazlyn "Jazzy" Guerra anchor a live content series where she interviews top draft prospects. The content will appear on the “Jazzy’s World TV” channels, with Purdy appearing in a teaser for the content. The young content creator will also announce a Day 3 selection. Guerra has nearly 700,000 followers on YouTube and has interviewed the likes of Jay-Z, Shaquille O’Neal and Alexandria Ocasio-Cortez.
Other on-site activations by the automaker include a fan experience within the NFL fan festival. The passport-style activation allows fans to draft new players using different Toyota vehicles, including the 2024 Tacoma, 2025 Toyota Crown Signia, 2024 Land Cruiser, the 2025 Camry and the 2025 4Runner.
Toyota’s efforts to focus on the entire draft could help it extend the longevity of the campaign. The first night of the draft tends to receive the most attention, with viewership dropping off in the days after. For example, in 2023, Thursday night averaged 11.4 million viewers, while the daily average overall was only 6 million.
