Toyota brings back Thong Song in Toyotathon commercial – Brand Innovators

Toyota has collaborated with artist Sisqó to give a fresh take on his classic “Thong Song” by creating a parody track for Toyotathon, a customary year-end sales event hosted by Toyota. The reimagined song, now dubbed “Thon Song,” is a lively and comedic reinvention intended to capture the essence of Toyotathon Season and provide fans with a catchy tune they didn’t know they needed.

The advertisement for “Thon Song,” a 15-second spot titled “Everywhere Remix,” will be broadcast nationally on Christmas Day during Netflix’s NFL coverage. Crafted by Saatchi & Saatchi, this ad reflects Toyota’s commitment to making a significant impact on viewers during this period of heightened consumer interest.

Historically, the conclusion of the year is a key time for buyers to make purchases as eager dealers seek to clear out inventory and offer attractive incentives to meet annual sales targets. The Toyotathon represents a crucial marketing effort for Toyota, driving their presence during popular NFL games which attract a large and diverse audience.

Dedra DeLilli, the vice president of marketing communications at Toyota Motor North America, spoke about the brand’s strategic approach to the ad campaign. DeLilli emphasized the significance of capitalizing on the existing cultural momentum surrounding Toyotathon, particularly among fans engaged with the NFL season. Rather than starting from scratch, the campaign aims to amplify existing memes, jokes, and fan-driven traditions. The decision to collaborate with Sisqó to create the “Thon Song” and accompanying music video was a natural choice, as 2025 marked the 25th anniversary of Sisqó’s iconic “Thong Song,” providing a fun and innovative way to celebrate the intersection of pop culture, sports, and automotive enthusiasm.

The overarching goal of this creative collaboration is to engage fans authentically, spanning across NFL enthusiasts to social media users. By embracing audience participation and recognizing the traditions established by fans, Toyota reinforces its role as the official automotive partner of the NFL and aims to infuse additional magic into the Toyotathon experience for its customers. This strategy aligns with Toyota’s broader commitment to fostering connections with consumers through culturally relevant and engaging content.