Best of 2015 #9 Integrated/Interactive: Toyota Hijacks Siri With a Radio Ad

Campaign Uses Voice Activation to Stop Texting and Driving

Published On
Jul 10, 2015

Editor's Pick

Through New Year's, in our Picks of the Day, we'll be counting down the best creative ideas of 2015, in the categories of Film/TV/Branded Content, Print/OOH/Design and Integrated/Interactive.

At #9 in 2015's best integrated/interactive ideas, radio ads often don't get a lot of attention in the ad world, but this one truly deserves to be heard. Saatchi & Saatchi Nordic created this radio ad for Toyota that "hijacked" Siri to put people's phones into airplane mode while they were driving -- a reminder that they should be keeping their eyes on the road.

Original Post:

Toyota has found a new way to get people to turn off their phones in the car and stop texting: hijacking Siri.

In Denmark and Sweden, the brand is running anti-texting and driving radio ads that speak directly to phones, for example, getting the iPhone app's attention with "Hey Siri" before asking Siri to switch the phone into airplane mode. So, even if the driver isn't paying attention, their phone is.

Two separate ads ran at rush hour -- one for Apple's Siri and the other for Google Android -- the week before the summer holidays when many Scandinavians migrate to summer houses and the roads are full of cars.

The campaign is by Saatchi & Saatchi Nordic's Denmark office. Regner Lotz, creative director, said in a statement: "We believe this is a world's first -- where an ad talks and interacts with a mobile phone without any human interaction whatsoever."


Jul 10, 2015
Agency :
Saatchi & Saatchi-Stockholm
Brand :
Client :
Nordic Executive Creative Director :
Jason Mendes
Creative Director :
Regner Lotz
Creative :
Casper Christensen
Creative :
Rene Schultz
Business Director :
Annette Piilgaard
Account Director :
Charlotta Tibbelin
Account Manager :
Diana Wellendorf
Director B-Reel :
Patrik Gyllstrm
Editor B-Reel :
Patrik Gyllstrm
Executive Producer :
Rikard strm
Producer B-Reel :
Cathrin Holmqvist
Assistant Copywriter :
Jacob Norremark
Assistant Art Director :
Stefan Arnoldus

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