Britain’s rising boyband December 10 have secured their first major brand partnership, teaming up with Toyota as the headline sponsor for their upcoming tour and a pan-European advertising campaign for the new Aygo X Hybrid.
Toyota has unveiled the group’s debut original track “Run My Way” as part of the Aygo X Hybrid launch campaign, giving fans an exclusive first listen ahead of the song’s official release on 30 January. The campaign marks December 10’s first commercial collaboration since signing with EMI Records.
Formed on camera during Netflix’s global docuseries Simon Cowell: The Next Act, December 10 consists of seven members: Cruz (19), Danny (17), Hendrick (19), John (17), Josh (17), Nicolas (16), and Sean (19). The group has quickly built momentum with sold-out live dates and growing fan demand across the UK and Europe.
The partnership will extend beyond advertising, featuring fan experiences such as meet-and-greets, early access to the group’s music, and promotion during December 10’s upcoming tour. Toyota will also use the campaign to highlight the Aygo X Hybrid, Europe’s most compact model and the first full hybrid in the A-segment, designed for urban driving with bold styling and advanced technology.
Speaking about the collaboration, December 10 said hearing their song in a major advert for the first time was “mad” and described the partnership as “class,” adding that the Aygo X Hybrid felt like a perfect fit for the band’s energy.
Simon Cowell welcomed the collaboration, calling it an exciting way to kick off 2026 and praising both the campaign and the car.
Andrea Carlucci, Vice President of Product Strategy and Marketing at Toyota Motor Europe, said the brand was excited to support December 10 at the start of their career, adding that the Aygo X Hybrid reflects Toyota’s vision for fun, practical urban mobility rooted in modern pop culture.
Fans can hear “Run My Way” now through the Aygo X Hybrid campaign, ahead of its official release on 30 January, and follow updates on the partnership and tour via Toyota’s YouTube channel.