April 18, 2012
Salty Sam Jackson And Delightful Deschanel Hawk iPhone 4S
Michael Harper for RedOrbit.com
Apple may have successfully chosen the two most polar opposite celebrities to sell their iPhones in one ad campaign.Typically foul-mouthed Pulp Fiction star Samuel Jackson appears in the first commercial, using Siri to help him plan for “Date Night.” (And no, Jackson does not ask Siri if she knows what they call a quarter pounder with cheese in France.)
On the other end of the celebrity spectrum is quirky, funky Zooey Deschanel, star of popular sitcom New Girl and poster child of hipsters everywhere.
Apple fans spotted the ads Monday night on ESPN and are reported to have seen AT&T, Sprint and Verizon logos at the end of each spot, according to macobserver.com.
Samuel Jackson´s spot, completely devoid of a single GD or Mother F*****r, depicts the actor preparing for date night as he asks Siri for the closest place to buy organic mushrooms, using Siri´s mapping capabilities. Jackson then asks Siri how many ounces are in a cup, relying on Siri´s built-in Wolfram Alpha feature. (Apparently he already knew that“¦)
Jackson concludes his ad by telling Siri she has the night off. He´s so charitable.
The younger star and former partner to Indie Rock Darling Ben Gibbard doesn´t move from her cutesy, quirky ways in her ad. Pajama-clad, Deschanel asks Siri, “Is that rain?” making use of Siri´s integrated weather capabilities. Then, because she doesn´t want to “put on real shoes“¦” (that Zooey!) Deschanel tells Siri she wants to order Tomato soup, displaying the phone´s ability to access Yelp reviews to find restaurants.
Zooey then walks into a messy room and asks Siri to remind her to clean up...tomorrow. Today, it turns out, is made for dancing as she asks Siri to play “Shake, Rattle and Roll.”
It´s been a while since Apple has used celebrities in their ads. During their big “switch” campaign, Apple employed minor celebrities John Hodgman and Justin Long to play the roles of a PC and a Mac, respectively. Before these campaigns, Apple had used the voices of Jeff Goldbum and Richard Dreyfuss in their “Think Different” ads.
Apple has often been praised in their attempt to make the products the celebrities rather than props in their commercials. In fact, most ads from Apple display the product as something so simple, anybody could use it, thus their choice of using everyday people. It is yet to be seen if this is another new step for a “new” Apple with Cook at the helm.
Slashgear writer Ben Kersey suspects the ads were made by TBWA\Chiat\Day, Apple´s long-time advertising agency responsible for many of their commercials.
While Apple couldn´t allow Jackson to take part in his trademark swears in the spot, (for obvious reasons) it should be noted there are ways to get Siri to swear. Those who may be so inclined to find robot swearing particularly funny and want to show off a fun bar trick should visit Gizmodo.com. Though Siri won´t repeat swears back to you, she will refer to you as swear words if you change your name on your address card. Additionally, you can install songs with swears in the title and ask Siri to play them for you.
These tricks are, of course, only recommended to those in a secure environment free of any fragile ears and youngsters inclined to parrot everything they hear.