Toyota, with the help of Saatchi & Saatchi Sweden, found a new way of contributing to traffic safety. The project is based on releasing radio ads that will use Siri or Google Voice to switch phones off while driving.

The main goal is to improve traffic safety since many drivers are still ignoring possible consequences of texting while driving, hence, these radio ads will speak directly to phones, grabbing their attention with “Hey Siri!” for an iPhone or with “Ok Google!” for certain Android phones. Afterwards, the radio ad voice proceeds to activate airplane mode, which will not only make incoming calls and texts unavailable but it will also deactivate Siri so that you can’t override the lockout with your own voice.

Regner Lotz, Saatchi & Saatchi’s creative director, stated that this is the world’s first interaction with a device without human intervention.The following video released by Toyota Sverige demonstrates the basic principles of these radio ads and also points to the risk of using the phone while driving.

Toyota radio ads are currently airing in Sweden and are running during the rush hour periods.