A PURDY GOOD CHRISTMAS

INSIGHT

NFL QBs are known for splurging on lavish holiday gifts for their O-lines but Brock Purdy was still on his rookie deal and ranked 40th in 49ers salary when he made a hot-mic joke about gifting Camrys to his teammates. He didn’t realize that we were listening and through his Toyota sponsor, ready to act.

IDEA

Toyota turned Purdy’s offhand joke into a full blown holiday moment. In December, the brand partnered with him to surprise his linemen with trucks—transforming a mic’d up comment into a buzzworthy, feel good holiday moment.

IMPACT

The campaign drove nearly $30 million in earned media value, with Toyota effortlessly inserting itself into NFL fan dialogue during the holiday season. “Purdy Good Christmas” was a culture-driving moment that resonated with fans: the brand surpassed all other sponsors in awareness for the period.