updated 02:13 am EDT, Wed July 25, 2012
Uses Siri to navigate taxi ride, day planning
Apple has released another ad for the iPhone 4S and its biggest selling point, the Siri voice assistant. The new commercial stars film director Martin Scorsese driving into downtown New York City for a busy day, and using Siri to help him reorganize his schedule, check on traffic, and identify the whereabouts of a friend. The ad is the first to show Apple's "Find a Friend" app in action, pointing out that Siri can leverage the program in response to a question such as "where's Rick?"
The director of such films as Goodfellas and last year's Oscar-winning Hugo is seen travelling by taxi towards downtown. The ad begins with Scorsese asking for an overview of his day, and when told he has a full schedule he asks Siri, "Are you serious?" The iPhone replies: "Yes, I am not allowed to be frivolous."
Scorsese then re-arranges his schedule a bit and checks on traffic. On seeing that it is bad, he directs the driver to cut across to an alternate route to save time. The ad ends with Scorsese saying "I like you Siri, you're going places," to which Siri responds "I'll try to remember that."
An interesting trivia note in the spot is that the taxi cab number, shown in two brief shots at the beginning and end of the ad, is 3S96 -- the same cab number used in the 1976 film Taxi Driver, also directed by Scorsese. The driver in the ad is never clearly seen.