Ad of the Day: Apple iPhone

Samuel L. Jackson and Zooey Deschanel chat up Siri in the latest from TBWA

Apple doesn't often use celebrities in its advertising. (Hodgman and Long don't really count—they were both largely unknown at the outset of "Get a Mac," and they played characters, not themselves.) But now, to freshen things up after 84 mostly product-demo spots, the marketer has injected a little star power into its iPhone campaign.

Two new spots from TBWA\Media Arts Lab, directed by Bryan Buckley, feature Zooey Deschanel and Samuel L. Jackson kicking around their respective homes, chatting with Siri to get things done. In Zooey's case, it's more about not getting things done—she's happily stuck inside on a rainy day, and prompts Siri to get tomato soup delivered and play some music on the stereo. (She also wants to be reminded to clean up her music room—but not until the next day.) Jackson, meanwhile, has a more romantic agenda. He's planning to cook dinner for his wife, and gets Siri to help him with the shopping and cooking. (He then gives this helper the night off.)

The new spots, which broke Monday night, are classic Apple—as clean, simple and classy as ever. But while previous Siri spots were somewhat chopped up, showing various people interacting with Siri, the new ones—by sticking with one person—perhaps give a better idea of how one individual could best make use of the personal assistant over the course of a day.

Deschanel and Jackson are inspired choices, too—the it girl of the moment on the one hand, and one of Hollywood's great personalities on the other. Apple never aims for second best. These spots uphold that tradition admirably.

Client: Apple iPhone (Siri)
Agency: TBWA\Media Arts Lab
Chief Creative Officer: Duncan Milner
Executive Creative Directors: Eric Grunbaum, Scott Trattner
Group Creative Director: Chuck Monn
Creative Director: Chris Ribiero
Associate Creative Directors: Niraj Zaveri, Mark Sloan
Copywriters: Kevin Butler, Brooks Jackson
Agency Producers: Mallory Gordon, Stephanie Gocke, Trang Huynh
Production Company: Hungry Man Films
Director: Bryan Buckley
Director of Photography: Scott Henriksen
Editorial Company: Nomad Editing Co.
Editors: Jared Coller ("Rainy Day"), Glenn Martin ("Date Night")
Postproduction Company: The Mill
Lead Flame Artist: Phil Crowe
Colorist: Adam Scott