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 footage of our partner athletes, footage of SisQó 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 with a teaser of the music video on Instagram, and posted the full video on YouTube.

I even got to teach Jan how to Dougie…(my middle school self is screaming), but she really ended up teaching me.

We even got some awards:
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