Toyota
The Poseys
The Campaign
Why do some sports sponsorships work better than others?
A decade ago, we drafted San Francisco Giants’ rookie catcher, Buster Posey, onto the Toyota team. Each season since, as Buster has emerged as an All-Star, MVP and World Series Champion, we’ve creatively connected his humble leadership qualities to the same in Toyota, for fans across Northern California.
As the first advertising to ever feature Buster, we positioned our Toyota work to highlight Buster’s integrity and value as an off-field celebrity. In turn, this image has paid dividends for Northern California Toyota dealers.
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