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Following spots with Zooey Deschanel, Samuel L. Jackson and John Malkovich, Apple on Monday night unveiled its latest celebrity endorser—Martin Scorsese, whose demanding schedule puts iPhone personal assistant Siri to the test. Of course, she handles his myriad requests—managing his schedule, checking traffic, finding a friend, all barked in his trademark rapid-fire style from the back of a taxi—without breaking a virtual sweat. The spot—directed by Bryan Buckley—is OK, but Scorsese has done better commercial work, notably for American Express.
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