Toyotathon is already a part of culture, from the ridiculous memes to the ironic t-shirts. So, how does Toyota, the official automotive sponsor of the NFL, get football fans excited about Toyotathon?
A pun on a millennial anthem: turning “The Thong Song” by SisQó, into “The Thon Song.”
Using existing content of our partner athletes, SisQó filming himself in his recording studio, and new footage of Toyotathon’s official mascot, Jan, during her fittings for an upcoming sales event, we created this banger of a music video before airing during the big football game on Christmas day.

We kicked it off on social, with a teaser of the music video on Instagram, and SisQó and Toyota posted the full video on YouTube.

The millennials went wild in the comments and the dealers bumped the anthem on their TikToks.
I even got to teach Jan how to Dougie…(my middle school self is screaming), but she really ended up teaching me.

We won some awards too:
3 Bronze Clios for audio: Steaming/Downloadable Content, Audio Craft: Casting, and Social Media Craft: Music.
Gold Dallas Addys for Online/Interactive: Branded Content & Entertainment for Online/Interactive