WELCOME TO THE SHOW
H/L found a winning formula with timely Toyota sports sponsorships, kicking off with Steve Young and later centering around Giants’ catcher Buster Posey. These seasonal commercials generated strong regional media coverage, off-the-charts fan engagement, and dealership traffic. Being a flagship campaign, it was a crown jewel for the client and agency, raising expectations every year.
 Building Brand Affinity |
Drive to Dealership |
Speak to the Fan Base |
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KNOCKING IT OUT OF THE PARK
To maximize impact, I expanded the campaign beyond broadcast with a cross-channel strategy. I led additional shoots to fuel social content like Posey-emojis, fan contests, and in-park activations—plus exclusive dealer and stadium schwag to amplify reach and overall brand presence.
ROLL:
Concepting, Art Direction, Scriptwriting and Editorial Review.
Driving It Home
What’s the SF Giant’s ultimate all-star and nice-guy Buster Posey doing in the Toyota showroom? Making friends and closing deals, of course. How can you not like this guy!
Handles Like a Pro
With the most reliable player in the MLB, paired with the all-time reliable auto brand on the market, drawing an analogy between the two wasn’t too difficult. In turn, we extended the “Buster Posey of…” parallel through broadcast, online, and in-dealer marketing.
Posey-Emojis
Directing Buster through an extensive assortment of loopable expressions, I’d like to think, was most certainly the highlight of his career. These gems were distributed online and were used throughout Toyota’s social channels in response to customer comments to Giant’s play-by-plays.
Covering the Field
In-park and online ad units were created to help promote Toyota and their local Nor-Cal social channels.
We also extended the Buster campaign into tactical executions and assorted dealer giveaways, including; three-peat foam fingers, pennants, rally flag chamois, foam balls and home plate floor clings.
