Toyota has attached itself to Simon Cowell’s latest venture. In 2025, Netflix ran a six-episode documentary, Simon Cowell: The Next Act, around Cowell’s do-or-die (for his career, he said) undertaking, to create Britain’s new boy band. The band members were “discovered” and the band called December 10 was signed to EMI. Its first single, Run My Way, was released inside Toyota’s campaign commercial.
At the same time, Toyota and Universal Music Group UK’s Globe division were brought together by T&P to use the song – and the buzz – to launch Toyota’s new Aygo X.
“This collaboration exemplifies T&P’s commitment to connecting talent and tech to drive growth for brands, bringing together Toyota’s innovative spirit with Globe’s expertise in creating cultural moments powered by music,” T&P stated in its release.
The campaign, December 10’s first-ever brand deal, aims to embed Toyota Aygo X among the things that matter to Britain’s Gen Z.
Simon Cowell stated: “I’m so excited about this for the December10 boys and Toyota Aygo X to kick off 2026. THIS IS BRILLIANT! I love the car, love the ad, can I get one please? Thank you all very, very much.”
“In today’s dynamic landscape, brands need more than just campaigns; they need cultural moments that resonate deeply and drive measurable impact,” added Andre Moreira T&P’s global chief creative officer. “Our strategic approach for Toyota Aygo X, integrating music,media, and cutting-edge creative, positions this campaign not just as an advertisement, but as a truly integrated experience that will capture attention across every touchpoint.”
Beyond the screen, Toyota has become the headline partner of the band’s sold-out UK live dates, supported by a social content series developed in collaboration with Toyota throughout 2026.
Andrea Carlucci, vice president product strategy and marketing, Toyota Motor Europe, stated, “We’re thrilled to partner with December 10 at the start of their journey, rooting the new Aygo X in pop culture. As the first full hybrid in the compact A-segment, Aygo X embodies our vision for fun, practical urban mobility, making every drive an exciting experience.”
Jennifer Hills, managing director, Globe, added, “It’s a special moment when a brand partners with an artist on their very first single, and speaks to the genuine connection between them both.”
Fans can hear Run My Way in the Aygo X HEV campaign and follow the partnership developments by following Toyota on YouTube and visiting www.toyota-europe.com/landing-page.
