Toyota is teaming up with Simon Cowell’s new boyband December 10 in a new Aygo X campaign, featuring the band’s debut single entitled ‘Run My Way.’

The new boyband were formed during Netflix’s Simon Cowell: The Next Act series and are now signed to EMI Records. The collaboration is designed to build cultural connection and market resonance for the new Aygo X HEV across Europe.

The brand partnership, created with the help of T&P and developed in partnership with Universal Music Group UK’s Globe division, sees the band’s song feature in the new Aygo X HEV advert. It will also see Toyota become the headline partner for the band's sold-out UK live dates.

The campaign is December 10's first-ever brand deal. The partnership will be furthered by a social content series developed in collaboration with Toyota to build sustained engagement throughout 2026.

“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,” says Jennifer Hills, Managing Director, Globe.

The collaboration aims to help Toyota to connect with audiences through music, with T&P focusing on driving growth for brands by building cultural currency and connecting with new audiences via live events.  

“In today’s dynamic landscape, brands need more than just campaigns; they need cultural moments that resonate deeply and drive measurable impact,” said Andre Moreira, Global Chief Creative Officer at T&P.

He continued: “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.”

Supporting the new boyband at the start of their journey, the partnership underlines Toyota’s commitment to connecting with audiences through music and culture.