New Dad Smell
Brock Purdy became a first time dad to a baby girl just before the 2025 NFL season kicked off.
Navigating the ups and downs of a long season as QB1 and Franchise Father, Toyota is there to redefine fatherhood, and make it a smoother ride through it all.
Truck Bed Changing Stations
Half of men’s rooms are missing changing tables. Toyota’s turning that gap into a game-changing statement.
Social
New Dad Smell lives on social, sparking TikTok series, short-form posts, trending tweets, curated playlists, and ongoing digital conversation.
#DadStats
Each week, Brock’s stat line is posted. Not just yards and TDs, but diapers changed, bottles made, and any other Daddy Duties Brock took on that week.
Niners fans who are parents post their own #DadStats, earning a chance to score tickets to a game for them and their children. Who doesn’t remember their first game with dad?
Out Of Home
New Parent Program
Through the New Parent Program, Toyota Dealerships in the Bay Area offer exclusive deals and 49ers merch to new parents looking for more space, safety, and comfort.
CW: Michael Korz, Mark Walsh, Travis Delgado
AD: Marley Rubin