# Assistive Safety Ads Toyota Promotes In-Car Safety with the Help of Siri By Laura McQuarrie | Published 2015-07-17 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/in-car-safety References: [brandingmagazine](http://www.brandingmagazine.com/2015/07/15/sirious-safety-message-toyota/) & [toyota](http://www.toyota.com/) In order to improve [in-car safety](https://www.trendhunter.com/trends/toyota-audio-multimedia) for drivers, [Toyota](https://www.trendhunter.com/trends/toyota-2) decided to deliver a '"Sirious" Safety Message to distracted drivers. Knowing that constant phone use threatens the lives of people every day, Toyota created a radio ad that is capable of having Siri disable some of the most distracting features on a phone. The radio ad includes a message that says "Hey Siri," which begins a dialogue with the AI that results in the activation of airplane mode on the device. All of these voice prompts are carried out completely hands-free without human interaction, leaving a driver free to focus on the road ahead of them. The unique road safety radio ads from Toyota are currently running in Sweden, especially during periods of rush hour traffic. ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 4% | Activity: 15% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What's Driving This Trend - **Hands-free Assistive Technology:** Developing more voice-activated technologies that can help prevent accidents, improve safety, and save lives in different contexts. - **Innovative Radio Ads:** The use of technology in advertising is an untapped resource for brands with a powerful message they want to share. - **Distracted Driving Awareness:** Designing and implementing campaigns that educate drivers on the dangers of distracted driving and promote safe practices on the road. ### Who This Affects Most - **Automotive:** Opportunity to integrate more hands-free features into vehicles, such as voice-activated dashboards and safety alerts. - **Advertising:** The potential to leverage technology to create more interactive and effective advertisements that resonate with customers. - **Public Safety:** Developing messaging campaigns, public service announcements, or products that raise awareness about common risks, such as distracted driving, and promote safer habits. ## Related on Trend Hunter - [Hands-Free Driving Campaigns](https://www.trendhunter.com/trends/passenger-princess.md) - [Hands-Free Car Innovations](https://www.trendhunter.com/trends/british-deaf-association.md) - [Influencer-Starring Car Commercials](https://www.trendhunter.com/trends/toyota-2.md) - [AI-Powered Driving Apps](https://www.trendhunter.com/trends/aipowered-driving-app.md) - [AI-Enabled Car Assistants](https://www.trendhunter.com/trends/soundhound-ai.md) - [Distracted Driving Awareness Videos](https://www.trendhunter.com/trends/project-yellow-lights-love-story.md) - [In-Car Stress-Reducing Solutions](https://www.trendhunter.com/trends/harman-ready-care.md) - [Simple AI Assistants](https://www.trendhunter.com/trends/rabbit-r1.md) - [Smart Drive Systems](https://www.trendhunter.com/trends/skipgen.md)