In its new iPhone ads, Apple is using a tactic it hasn’t in a while: celebrity endorsements. The new TV spots feature actors Samuel Jackson and Zooey Deschanel using the Siri voice-activated personal assistant on the iPhone 4S.

“he spots appears to be targeted at Verizon and Sprint users of the iPhone 4S,” notes “The Next Web” ( “But both spots have official Apple logos, meaning that it is likely they were produced by Apple’s agency TBWA\Chiat\Day.”