Brock Purdy & Toyota Team Up in AI-Powered Campaign for NorCal Fans

Brock Purdy just brought AI into the spotlight, and this time it’s off the field.

Independent agency H/L has rolled out a new campaign for the Northern California Toyota Dealers featuring 49ers quarterback Brock Purdy.

"See Red" blends AI visuals with live-action scenes and interactive experiences to highlight Toyota’s vehicles and Purdy’s personality.

Filmed at the 49ers facility and on sound stages, the spots combine practical production with AI-enhanced effects.

H/L ECD Dallas Baker shared with DesignRush how "See Red" is a metaphor for Toyota red.

It represents "the Faithful in the stands" and "the intensity that fuels 49ers football."

"We could have shot it straight, but by combining live action with AI, we created a dreamlike environment that amplifies that focus and passion, and makes the Toyota connection feel larger than life.”

Joe Madden, son of NFL Hall of Famer John Madden, praised the LED screen production, calling it a standout use of the technology.

This isn’t Purdy’s first campaign with Toyota.

Earlier this season, he also starred in a national NFL campaign developed by Saatchi & Saatchi.

Fan Tech With a Personal Touch

What makes this campaign different is its interactive layer.

These executions also come at a time when nearly 90% of marketers report using generative AI at work, most on a weekly basis.

In video advertising alone, 86% are already testing AI tools.

And projections show that by 2026, AI could drive 40% of all video placements, according to data reported by DesignRush.

Here, fans can engage with two AI-powered experiences: a 49ers-themed game show and “4Runner Dreaming Chat,” a chatbot that channels Purdy’s voice and personality.

Tim Schatz, Director of Data & Innovation at H/L, explained how the fan technology came together:

“Our goal in this effort was to drive a new type of engagement with the Toyota brand and Brock Purdy.

When the conversational AI voice technology took a major step forward mid-project, we knew we were building something timely and relevant.”

For Toyota, it’s another way to connect with fans in a season that already has plenty of momentum.

Dave Johnston, President of the Northern California Toyota Dealers Association, highlighted the campaign’s regional relevance:

“H/L knows how to take the scale and power of Toyota, combine it with the star power of Brock Purdy, and translate it into something that feels authentic to Northern California fans.”

The effort was well received by fans and marketing experts alike. Gabriel Shaoolian, CEO & founder at Digital Silk, noted the campaign’s smart use of AI:

"The brilliance here is in how AI supports both the timing and the talent. By combining Purdy’s momentum with the urgency of a season kickoff, Toyota was able to adapt creative across platforms at the pace audiences expect, so the message feels both immediate and deeply connected to the excitement of the moment, the 49ers season opener,” he said.

The campaign debuted its first spot during the 49ers’ season opener last September 7.

Our Take: Can AI Make Sports Personal?

I’ve seen a lot of AI campaigns lately, and many come across as product showcases with little emotional payoff.

This one feels different. H/L and Wolfhouse brought AI into the mix without losing the human element.

The production still feels grounded in Purdy’s world, his connection to local fans, and the spirit of the game.

The campaign invites people in rather than performing at them.

Purdy still feels like the center of the story, and that’s what makes the technology work.

It supports the narrative instead of distracting from it.

Want more football-first storytelling? See how Under Armour is rallying fans with its new “We Are Football” campaign.