Siri helps Santa Claus make his rounds in new iPhone 4S ad

By Rick Marshall December 19, 2011

Santa Claus may be able to deliver gifts to billions of children in a single night, but he still needs help with directions, according to a new Apple television ad.

In a TV spot that began airing over the weekend, ol’ Saint Nick makes frequent use of Siri, the voice-activated assistant that’s the primary selling point of the iPhone 4S, as he navigates around the world on his gift-giving Christmas journey. Along with asking Siri for directions, he also inquires about the temperature in Santa Fe and other locations, and even checks his email (for the “Naughty & Nice” list, of course).

While the iPhone 4S isn’t actually mentioned in the ad, the promo leaves little doubt about where one should look for Siri: anywhere you can find an Apple logo.

Still, with Siri still officially in beta phase and more than a few concerns about its reliability (and possible political leanings), one has to wonder whether Santa’s reliance on the service could be somewhat ill-advised. After all, there’s a lot riding on the jolly old elf getting where he needs to go — specifically, my house.

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