Apple airs humor free new iPhone 4S advert

The new amagin  iPhone 4S advert, which I caught in the entirely humor-free World Series Game 2 between Texas and St. Louis, presents Siri in a highly secretarial way.

We see people asking her to help with many routine tasks. (Other than, perhaps, "What does a weasel look like?") We see no responses from Siri.
"Remind me to call Chris when I get home," says a lady who is out jogging. (Disclosure: I do not know her and she did not call me when she got home.) Still no reaction from Siri.


Finally, when we espy a headless woman who has been locked out of her house (in California, she'd have just called 911), we see that Siri offers three options of locksmiths nearby.
It's all a little safe. It's all a little bland. It offers nothing of Siri's truly nuanced character. It's very similar to the iPad launch ad with all the thighs and shoes.

Of course, Siri doesn't need much advertising. The product and the word-of-mouth will work for her quite nicely. But this feels a little like an ad from a corporation. Which is a pity.