In a departure from its product-as-hero ads of the last few years, Apple has enlisted a pair of celebrities to hawk Siri.
Samuel L. Jackson and Zooey Deschanel star in the ads, which broke Monday night. In Jackson's ad, he uses Siri to help cook a meal for "date night" and asks Siri to "find me a store that sells organic mushrooms for my risotto." (Sorry fans, Jackson doesn't drop any expletives in the ad.)
Deschanel, meanwhile, plays on her quirky/cute appeal and, noting it's raining, asks Siri to find someone to deliver tomato soup. Then, she asks Siri to remind her to clean up -- tomorrow -- and then to play "Shake, Rattle and Roll" so she could dance today.
It's unclear whether these ads, from longtime agency TBWA\Media Arts Lab, represent a new direction for Apple. The brand has typically opted to use celebs -- including Richard Dreyfuss and Jeff Goldblum -- for voiceovers.
What do you think of the ads? Sound off in the comments.
Note: The ads featured here were shot by fans from the TV broadcast. We'll update with the official versions when they're available.
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