• by Tanya Gazdik , December 26, 2024

Toyota Motor North America is kicking its annual sales event up a notch with a partnership with Green Bay Packers quarterback Jordan Love.

Recently, Love’s “Toyotathon-powered” winning streak has gained significant traction, capturing the attention of fans on social media and the press.

Toyotathon, which traditionally spans from mid-November to early January, has been renamed “Loveathon.”  Love was seen sporting a “Merry Toyotathon” sweater as he prepared for the recent Packers Monday Night Football matchup against the Saints.

The trend has even led Green Bay Packers fans to launch a petition that Toyota extend the sales event through Super Bowl Sunday. 

To embrace “Loveathon,” Toyota transformed an existing Toyotathon ad, titled “Whole Pack,” to run exclusively in the Chicago regional market, which includes Green Bay, Wisconsin. 

Love marked the launch by sharing the new creative on his social media today. The revised spot is in response to the theory that Love’s performance is stronger during a Toyota sales event. The ad was created (and re-created) by Saatchi & Saatchi. 

 “As the official automotive partner of the NFL, Toyota is excited to cheer on Jordan Love on his road to the playoffs,” says Dedra DeLilli, vice president, vehicle marketing and communications, Toyota Motor North America, in a statement. “If Toyotathon helps pave that road, even better!”