December 10 has partnered with Toyota, in their first brand partnership since forming on Netflix's ‘Simon Cowell: The Next Act'.
Toyota is teasing the band's debut single ‘Run My Way' in the advert for the launch of the new Aygo x Hybrid. The automotive manufacturer is also the headline partner of the band’s upcoming series of sold-out live dates. See the advert and hear a clip of the song below:
The campaign will engage with fans across various touchpoints, including meet-and-greets with the band, alongside providing them with opportunities to experience December 10’s music ahead of their tour and discover more about Toyota’s most compact model in Europe and the first full hybrid in the A-segment. Combined with its strong stance and individual colour palettes, the new model blends individuality with technology and design.
December 10 said: “Hearing our song on an advert for the first time is actually mad, and we’re gassed that we’re working with Toyota and the Aygo X. Class!!! We’ve all been buzzing about it and talking about which colours we want. The cars are rapid as well – perfect for us!!!”
Simon Cowell said: “I’m so excited about this for the December 10 boys and Toyota Aygo X to kick off 2026. THIS IS BRILLANT! I love the car, I love the ad, can I get one please? Thank you all very, very much.”
Andrea Carlucci, Toyota Motor Europe Vice President Product Strategy and Marketing, commented: “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.”
Formed on camera during Netflix’s global docuseries ‘Simon Cowell: The Next Act', and newly signed to EMI Records, the group – Cruz (19), Danny (17), Hendrick (19), John (17), Josh (17), Nicolas (16) and Sean (19) – bring together an infectious energy, charismatic personalities and an endearing spirit, marking an exciting new chapter for British pop music.
‘Run My Way' will be released on 30th January 2026 but fans can hear it in the Aygo X campaign and stay in the loop of the partnership and upcoming tour by following Toyota on YouTube.
