Last month, Apple revealed iPhone TV ads featuring Samuel L. Jackson and Zooey Deschanel. Today, the company has begun running a pair of new television ads for the iPhone 4S and Siri featuring actor John Malkovich.
Turns out, the past two celebrity ads scored very well with viewers, registering higher scores from advertising tracking firm Ace Metrix than any other iPhone 4S ad released so far this year.
Malkovich is best know for his acting style and his iPhone 4S ad reflects his somewhat peculiar persona. The first ad is called “Life”:
Siri: Try and be nice to people. Avoid eating fat. Read a good book every now and then. Get some walking in. And try to live together in peace and harmony with people of all creeds and nations.
Malkovich: That’s pretty spectacular advice, actually. Thank you. I enjoyed this chat immensely. You are very eloquent.
Siri: That’s nice of you to say.
The second ad is called “Joke”:
“I Kant answer that. Ha ha!”
“It’s nothing Nietzsche couldn’t teach ya.”
“Life: the condition that distinguishes animals and plants from inorganic matter, including the capacity for growth, reproduction, functional activity, and continual change preceding death.”
“I don’t know. But I think there’s an app for that.”
“I can’t answer that now, but give me some time to write a very long play in which nothing happens.”
“I find it odd that you would ask this of an inanimate object.”
“That’s easy… it’s a philosophical question concerning the purpose and significance of life or existence in general.”
“Life: a principle or force that is considered to underlie the distinctive quality of animate beings. I guess that includes me.”
“I give up.”
It is not every day that Apple disappoints me, but I found these ads to be disappointing! The bottom line is that these ads are monotonous, depressing, and terrible. Remember when Apple’s iPhone 4S/Siri ads used to be fun to watch, struck a cord, and magical? You know, ads like “iCloud Harmony” and “Roadtrip“? And my favorite, “Santa“. That ad was genius and magical.
I hope, at some point Apple gets rid of the celebrities and brings normal people back.