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Apple Launches iPhone 4S TV Campaign, Starring ... Siri

Siri Solves 12 Everyday Crisis, in Less Than 30 Seconds

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As we predicted earlier this week, Siri is front and center in Apple's TV campaign for the iPhone 4S. Creator TBWAMedia Arts Lab manages to show Apple's voice-enabled personal assistant as the lifesaver in 12 everyday crisis, all in 30 seconds with time to spare.

Typical of Apple TV work, it isn't about the technology, but how the technology makes life better. This, of course, is the same tact Apple took with prior iPhone releases: most recently for version-4, it was ads showing for video-chat FaceTime and, most famously at launch, iPhones rich store of apps.

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