The brand who resisted--no, seemingly detested--celebrity endorsements has suddenly unveiled advertising which uses Zoe Deschanel and Samuel Jackson in a new campaign. Apple, who set the standard for consistent advertising which defined a brand, has succumbed to the all-too-common technique of using celebrity talent to sell product. In this case, the two actors are seen using the Siri feature on the Apple iPhone 4S.
Now, I'm not arguing that Deschanel and/or Jackson aren't right for this brand. What I am saying is that I find it puzzling that Apple has moved away from the simple, product demonstration spots which successfully positioned the iPod and the iPhone and which formed "the Apple look"--advertising which everyone knew was from Apple and work that other brands aspired to replicate.
Steve Jobs' famously said, "Simplicity is the ultimate sophistication." Well, using celebrity talent may help prop up brands who need the borrowed equity but for Apple, it does not represent simplicity. And, this acting talent is being used for a brand who seemingly doesn't need the help.
I'm disappointed that Apple moved in this direction. The last thing I ever expected was for this brand to creep into the "me too" space.