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Toyota’s ‘Thon Song’ Toyotathon: Key Findings
Campaign Snapshot
Toyota is banking on nostalgia and holiday energy by turning Sisqó’s iconic "Thong Song" into a new anthem for its "Toyotathon" year-end sales push.
The automotive giant has teamed with Saatchi & Saatchi and multi-platinum artist Sisqó to create a parody track dubbed “Thon Song” as the centerpiece of its 2025 Toyotathon campaign.
It aims to give the long-running sales event a fresh, high-energy soundtrack that stands out during the busy holiday season.
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Toyotathon, Toyota’s annual year-end sales event that stretches from late November through early January and has been a staple of its marketing for decades.
Now, it's leaning on pop culture familiarity rather than just seasonal deals.
"Fans have transformed Toyotathon into a true pop culture moment,” said Dedra DeLilli, VP of marketing communications at Toyota Motor North America.
"From memes and merch to social media buzz and a full-fledged NFL 'carspiracy,' the celebration has grown far beyond a year-end sales event.”
The marketing move reflects how Toyota has let consumer engagement shape the event’s personality over time.
Instead of relying solely on product features or discounts, the brand is leaning into cultural remixes and recognizable hooks to get your attention.
'Thon-Thon-Thon-ing' for the Holidays
The first creative output from this collaboration is a national tease spot titled “Everywhere Remix,” which aired on Christmas Day during Netflix’s NFL coverage.
This gave viewers an early listen to the reimagined hook that ends with “Toyotathon-thon-thon-thon-thon…”.
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Apart from the music video itself, there's an emphasis on bite-sized, shareable music that can live across broadcast and digital platforms.
It's a nice change of pace from more conventional festive automotive advertising like heartwarming family holiday spots seen among other brands and even Toyota itself.
Not so long ago, it launched a heartwarming campaign titled "Quiet Strength," shining the spotlight on creators local to Northern California.
What We Can Learn From Toyota’s Toyotathon Effort
Toyota’s “Thon Song” experiment points to how sound and shared cultural reference points can reframe even a traditional retail push.
- Repurposing familiar cultural assets can boost attention and memorability for seasonal campaigns.
- Aligning creative elements with peak broadcast moments, such as NFL coverage, extends reach beyond traditional ad slots.
- Music-led campaigns can generate organic online buzz when paired with recognizable hooks and social-friendly formats.
Last year, Toyota reported global net revenues of over $300 billion, highlighting the scale at which the brand can experiment with bold creative strategies.
Our Take: What Makes the Pop Song Rework Great?
In an era where consumers skim past traditional ads, Toyota’s decision to turn a pop song into a campaign centerpiece feels like a bold reframe on the potential of automotive advertising.
I’ve always believed the greatest work is the stuff people actually talk about and share with friends, not just scroll past.
Instead of boilerplate holiday imagery, this campaign reminds us that even established sales events benefit from surprise and personality.
Make no mistake, year-end marketing is a crowded landscape.
Which is exactly why the brands that dare to make you smile are the ones most likely to get talked about.
In other news, the car brand also recently expanded its holiday strategy with separate Hispanic and English campaigns.
Automotive brands need partners who understand how to build campaigns for diverse audiences. Find top automotive branding agencies in our directory.
In other news, Toyota is expanding its digital engagement strategy with new interactive holiday content tied to its 2025 vehicle lineup.
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