Every November, automotive brands flood the market with year-end sales messages. Toyota wanted to do something different to cut through the noise. When every other brand was screaming, we decided to sing. For Toyotathon 2025, we partnered with SisQó to remake his iconic “Thong Song” as “The ’Thon Song,” a fully produced, officially released anthem dedicated to Toyota’s biggest retail event of the year. The campaign debuted during Netflix’s Christmas Day NFL game and expanded beyond traditional advertising with a full music video and streaming releases on Spotify and Apple Music. Fans reacted, shared, remixed, and turned the song into a social moment. Even our dealers got in on the fun with their own online content. Toyotathon transformed from a sales event into a pop culture moment, proving that even retail advertising can drive conversation when it earns it.