Apple didn't use celebrities in its early iPhone advertising, preferring product demos that showed what the device could actually do. That's all changed in recent years, of course—as Apple learned to love a little star power, beginning with Samuel L. Jackson and Zooey Deschanel in 2012.
Now, the latest iPhone 6 spot from TBWA\Media Arts Lab stars a beloved nonhuman celeb: Cookie Monster from Sesame Street, who chats with Siri—and uses the phone's timer and plays music, hands free—as he waits, agonizingly, for some cookies to bake.
The use of Jim Croce's "Time in a Bottle" is a nice touch here, and certainly among the more throwback tracks that music-obsessed Apple has ever used.
Cookie is among the more appealing endorsers Apple has used, too, and the minute-long run time lets things drag out amusingly (though not for our treat-addicted star). Also, if Siri can easily understand Cookie Monster's gravelly voice, she'll have no trouble with yours.
Agency: TBWA\Media Arts Lab