- Toyota has partnered with artist Sisqó to reimagine his legendary “Thong Song” into a parody track for Toyotathon that will debut alongside a music video. A long-running holiday tradition, Toyotathon is Toyota’s annual year-end sales event.
- The new song, “Thon Song,” is a comedic, high-energy reinvention built to become the anthem of Toyotathon Season giving fans the song they never knew they needed.
- The :15 spot “Everywhere Remix” will air nationally on Christmas Day during Netflix’s NFL coverage. The ad was created by Saatchi & Saatchi.
End-of-year car sales are a common time for buyers to pull the trigger as motivated dealers clear inventory and offer incentives to meet annual targets. The Toyotathon is a big push for the car maker, which is why they are showing up during the highly viewed NFL games.
“Our strategy was to tap into the cultural momentum Toyotathon has cultivated with fans, especially during the NFL season,” said Dedra DeLilli, vice president, marketing communications at Toyota Motor North America. “Rather than creating a moment from scratch, we’re amplifying the existing memes, jokes, and fan-driven traditions that already exist. With 2025 marking the 25th anniversary of Sisqó’s iconic ‘Thong Song,’ collaborating with him to create the ‘Thon Song’ and music video was a natural and fun way to celebrate the convergence of pop, sports, and car culture.”
The campaign is designed to connect with fans organically from NFL fans to social media users. “By embracing audience participation and celebrating the traditions fans have created, it reinforces Toyota’s role as the NFL’s official automotive partner and brings even more Toyotathon magic to our customers,” DeLilli added.
