Toyota has launched a voice-activated rich media mobile ad in the US to promote its Entune Audio in-vehicle entertainment system.

The expandable ad, which is the first first to leverage Millennial Medias Show & Tell unit, is intended to mimic the experience of using the in-car system. The creative presents the user with two Entune apps, iHeartradio and Weather, which they can pick either verbally or by clicking, to see a quick interactive demo. You can see the creative in action in the video below.

With Millennial Media’s Show & Tell unit, we were able to convey the key benefits of Entune’s voice recognition feature the way users would experience natively in an all-new 2014 Corolla,” said Dionne Colvin-Lovely, national media marketing manager for Toyota US. “We wanted to develop an experience that packaged key product messages in a fun and authentic way the Corolla target would notice and appreciate.”

The campaign will run on smartphones and tablets running Android and iOS in the US.