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Toyota has partnered with multi-platinum artist Sisqó to reimagine his legendary Thong Song into the Thon Song, debuting alongside a full music video.
In recent years, Toyotathon Season has gained national prominence during NFL coverage, fuelled by perfectly timed on-field moments and standout performances from players like Jordan Love that have only added to the excitement and conversation around the event.
As the Official Automotive Partner of the NFL, Toyota saw an opportunity to honour that momentum in a way that felt joyful, unexpected and rooted in culture. The result is a music video that brings together music, sports and car culture in a playful, fan-first way.
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powered by“Fans have transformed Toyotathon into a true pop culture moment,” said Dedra DeLilli, vice president, 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. By collaborating with Sisqó to reinvent his iconic hit, we’re tapping into a moment fans already love and introducing a playful twist built to keep the Toyotathon magic alive.”
A national tease will follow on Christmas Day in a new :15 spot titled “Everywhere Remix,” airing during Netflix’s NFL coverage.
The spot gives viewers their first broadcast taste of the reimagined hook: “Toyotathon-thon-thon-thon-thon…”
The spot was created by Saatchi & Saatchi. The full song is also available on Sisqo’s Apple Music and Spotify.
