Britain’s new boyband December 10 land Toyota as the headline partner for their tour sponsor and debut new track in Aygo X Hybrid campaign 

Toyota is today announced as December 10’s first brand partner, with the automotive manufacturer teasing their debut single Run My Way in the advert supporting the launch of the new Aygo X Hybrid. Toyota is also the headline partner of the band’s upcoming series of sold-out live dates. 

Britain’s brand new boyband December 10 are partnering with Toyota in a pan-European campaign for the new Aygo X Hybrid. The seven-piece group’s debut original single Run My Way will feature exclusively in the campaign from today, ahead of the song’s official release on 30 January. 

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. 

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.” 

Fans can hear December 10’s Run My Way ahead of its official release (30 January) in the Aygo X campaign and stay in the loop of the partnership and upcoming tour by following Toyota on YouTube. 

Notes to editors 

About December 10: Newly signed to EMI Records, seven-piece boyband December 10 are ushering in a new era in pop music. Formed on camera during Netflix’s Simon Cowell: The Next Act, (released globally on 10 December 2025), the hugely fun, utterly joyful, incredibly charismatic, often rambunctious and completely endearing group consist of Cruz (19), Danny (17), Hendrick (19), John (17), Josh (17), Nicolas (16) and Sean (19). 

Within weeks of the series airing, the pace has been relentless. December 10 sold out their Introducing! run of live dates across the UK and Ireland, adding extra shows twice in response to demand before all 13 dates sold out within minutes. They’ve also built a huge online following, now totalling more than 3.7 million followers across socials, while their stripped-back take on NSYNC’s Bye, Bye, Bye – their first full performance release beyond glimpses seen in the docuseries – has tipped past 1.4 million organic YouTube views. 

Not just brilliant singers, December 10 are accomplished musicians too, playing 14 instruments between them. Cruz leads on percussion; Nicolas and Danny play guitar; Josh plays guitar and drums; Hendrick plays guitar, bass and piano; Sean plays guitar, piano and harmonica; while John was due to take Grade 8 clarinet and piano — until life got a bit busy. 

December 10 are very much a boyband for our times: a truly inclusive group representing Chorley, Rochester, Dublin, London, Lisbon and Walsall, with Irish, Brazilian, Indian, Nigerian and Jamaican heritage between them, and musical influences that are just as expansive. 

December 10’s debut single Run My Way will be released on 30 January 2026. 

For further information about December 10 please contact: Kate Head at kate@stokedpr.com 

ENDS