Apple has brought in the big guns to boost the image of its artificial intelligence feature Siri, posting new TV spots featuring actor Samuel L Jackson and actress and musician Zooey Deschanel.

For a brand that doesn’t usually use big name personalities in its advertising, this is an interesting departure from the norm. The two TVCs feature the actors interacting with Siri in an effortless manner, something Marketing wagers many users are still yet to experience.