Toyota is leaning all the way into pop culture this holiday season, partnering with Saatchi & Saatchi and multi-platinum artist Sisqó to rework the early-2000s classic Thong Song into a tongue-in-cheek Toyotathon remix.
Dubbed Thon Song, the parody track debuts alongside a music video and serves as the unofficial anthem of Toyota’s long-running year-end sales event.
A holiday fixture for decades, Toyotathon has quietly evolved into a genuine pop culture moment, fueled by memes, merch, and a growing presence around NFL programming. This latest iteration leans into that momentum, transforming Sisqó’s instantly recognizable hook into a high-energy, self-aware remix meant to entertain as much as it promotes.
The rollout began with a national tease onChristmas Day during Netflix’s NFL coverage. The :15 spot, titled Everywhere Remix, offers the first taste of the track before landing on the reimagined refrain “Toyotathon-thon-thon-thon-thon,” signaling that Toyota is fully in on the joke. Watch below:
“Fans have transformed Toyotathon into a true pop culture moment,” said Dedra DeLilli, vice president of marketing communications at Toyota Motor North America. “From memes and merch to social buzz and a full-blown NFL ‘carspiracy,’ it’s grown far beyond a traditional sales event. Collaborating with Sisqó lets us tap into something people already love and give it a playful twist that keeps the Toyotathon magic going.”
By reviving a song that defined an era and reframing it with humor and cultural awareness, Toyota and Saatchi & Saatchi are betting that nostalgia, when handled with a wink, still has plenty of gas left in the tank.
CREDITS:
BRAND: Toyota
Dedra DeLilli: VP, Marketing Communications
AGENCY: Saatchi & Saatchi
MUSIC: Sisqó
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