• by Tanya Gazdik , September 6, 2024

Toyota Motor North America is kicking off the NFL season with a campaign that highlights its deep connection to the game and its support of football fans nationwide. 

The “Official Automotive Partner of the NFL” celebrates every team, every fan, every season with the effort from Saatchi & Saatchi featuring Brock Purdy (49ers), Eli Manning (NFL Legend), Michael Pittman Jr. (Colts) and Puka Nacua (Rams).

The 30-second debut spot is the start of a a season-long schedule of content across linear broadcast, digital, paid social and in-game formats. The campaign builds on Toyota’s 67-year legacy of playing a grassroots role in football’s rise,

“We Roll Deep" highlights the unifying moments that energize football fans across the country, bringing together diverse fanbases.  

The campaign broke Sept. 5 during the season kickoff between the Baltimore Ravens and the Kansas City Chiefs on NBC and Peacock.

Toyota will collaborate with NBC to launch an in-game fan engagement feature that will incentivize fans to digitally participate in regular season primetime matchups during select Sunday Night Football games through the 2024 NFL Season.

NBC talent will prompt viewers during the Toyota Halftime Show to watch for key moments in the game for a chance to win exclusive prizes such as NFL tickets, NFL Shop gift cards and Super Bowl LIX tickets. One fan will win a new 2025 Toyota Land Cruiser. To enter, fans can visit www.toyota.com/nfl and check back throughout the season for new weekly challenges and prizes.

Toyota and Christian Gonzalez will honor the game’s deep Latino heritage with an original social media campaign, “We Roll Deep.” Featuring Gonzalez, the campaign kicks-off with “Driving a Legend,” a series of videos discussing culture, family and football history with gridiron legend Jim Plunkett and Diana Flores, captain and quarterback of the Mexican Women’s National Flag Football team and Global Flag Ambassador for the NFL & IFAF, while driving the 2024 Land Cruiser. The social campaign will live on Toyota Latino social channels, and more videos will be shared throughout the season celebrating Latino’s passion for football and cultura.

Toyota also is collaborating with “The Mina Kimes Show featuring Lenny” to mix-and-match NFL personalities with the show’s hosts to chat all things family, culture, and hot takes as viewed from their ethnically-diverse upbringings.