If you were watching TV last night, chances are you saw at least one of two new commercials for Apple’s iPhone 4S. Like many of Apple’s ads for the 4S, these focused on Siri, the voice-activated personal assistant software that is the phone’s flagship feature.
These ads, though, depart from Apple’s normal advertising philosophy. Normally, ads for Apple products focus solely on features. In the case of Siri, they show all of the awesome things Siri will do for you if you just ask (and if her servers are working). One thing Apple has consistently not done with its advertising is employ celebrities (unless you could Santa Claus).
These latest ads, though, feature Samuel L. Jackson and Zooey Deschanel using Siri in their everyday lives: he’s preparing for a date night, and she’s relaxing at home on a rainy day. The videos are embedded below. They haven’t appeared on Apple’s YouTube channel yet, nor in the catalog of ads on Apple’s iPhone page, so these videos aren’t perfect (Jackson’s voice is absent for the first couple seconds, and Deschanel’s audio is just a bit out of sync). Check them out below:
Nearly as I can tell, each of the iPhone’s three carriers got in on the action. The two videos above flash the AT&T logo at the end, while the versions I saw on TV last night showed the Verizon logo, and some people have reported seeing the Sprint logo as well.
Did you see the ads on TV last night? What do you think of Apple using celebrities in its ads? Is it a good move, or should they stick to focusing on the products and their features? Let us know what you think in the comments.