Automotive giant Toyota revved up excitement for its annual Toyotathon sale event after Green Bay Packers QB Jordan Love was spotted wearing a “Merry Toyotathon” sweater on Instagram.
The Instagram post has led fans nationwide to start a Change.org petition urging Toyota to officially extend the promo through Super Bowl Sunday.
View this post on Instagram
The petition argues that Love’s career numbers during the Toyotathon event are 517 passes for 4,088 years, including 29 touchdowns and 6 interceptions.
Love's quarterback rating during the Toyotathon promo period also sees a dramatic spike, outclassing the QB ratings of some of the league's elite quarterbacks.
The petition states, “Jordan Love, with the combined fuel efficiency of a smooth-cruising Corolla and the might and towing power of a Tacoma, reaches a new gear during this important and festive time of year,” clearly alluding to fans' wish to see the star QB put in more stellar performances during the NFL Playoffs.
Toyotathon traditionally spans from mid-November to early January, typically when the NFL regular season wraps up.
In response to the love from the NFL star and his fans, Dedra DeLilli, vice president, vehicle marketing and communications for Toyota Motor North America has hinted at considering the request:
“As the official automotive partner of the NFL, Toyota is excited to cheer on Jordan Love on his road to the playoffs. If Toyotathon helps pave that road, even better!”
Toyota’s acknowledgment of fan and consumer input is a masterclass in leveraging timely cultural moments and aligning them with brand messaging.
By pairing a sports personality like Love with the annual Toyotathon event, the automaker aligns itself with a dynamic athlete whose career mirrors the brand's emphasis on innovation and forward momentum.
This strategy highlights the growing trend of blending humor, relatability, and star power to enhance brand perception. As a result, the campaign further resonates with a diverse audience, especially when competition for attention is fierce.
Jordan Love isn't the only NFL QB who caught the attention of the automotive giant. Throughout 2024, Toyota has released several commercials featuring NFL stars like Brock Purdy.
