The ads showcase the Siri technology featured in the new model iPhone.
According to Apple's website
, the Siri technology can understand voice commands, schedule reminders, take dictation for things like email or texts among many other services.
A feature highlighted by Jackson (Pulp Fiction, Star Wars
) and Deschanel (New Girl, 500 Days of Summer
) in the ads is Siri's ability to find things you ask for. For example, rather than just saying " find grocery store", Jackson tells the phone where to find organic mushrooms nearest to him. It allows you to find and schedule things in a conversational manner.
In the ads you can also see the phone talks back to make finding things more easily.
According to Mashable.com
these ads are a new direction for Apple, which has tradition used celebrities like Jeff Goldblum for voice overs and not actual appearances.
A PC Magazine article
likens the ad with Dechanel to an SNL parody as the actress asks Siri, " Is that rain?"
The article also raised a point about Siri and the future of Apple.
"The overarching message taken away from this uncharacteristically celebrity-driven iPhone push is that Siri is vitally important to Apple's market strategy—perhaps even more so than anyone realized."
What do you think about the new iPhone feature and star power in it's ads?
See the ads for yourself below: