Apple has aired a new iPhone 4S advertising campaign starring Samuel L. Jackson and Zooey Dechanel.

The Next Web reports that the adverts, which were aired on 16 April during American television channel ESPN’s SportCenter show, focus on the iPhone 4S’s Siri feature.

Samuel L. Jackson, who is set to appear as Nick Fury in the upcoming Avengers movie, is shown in his kitchen using Siri to help with his cooking. New Girl star, Zoey Deschanel, is shown using Siri to set reminders.

Both videos are thought to have been produced by Apple itself, rather than Verizon and Sprint, the two American carriers advertised in the campaign.

It is unusual for Apple to use a celebrity endorsement in its advertising campaigns, with the exception of Justin Long and John Hodgman in the “I’m A Mac” campaign and Will Ferrel, who appeared in some iPod adverts.

Apple has not yet officially released the videos for sharing online, but here are the adverts as uploaded by Apple fans that managed to capture the adverts.