The new iphone 5 is out. The slogan? The biggest thing to happen to iphone since iphone. Apple has always had a knack for hitting home runs with their brand appeal and cache. I wrote a week back that Samsung's creative gurus needed some credit as well with their, "the next big thing is already here" campaign for Samsung Galaxy phones. But I have to say, the new iphone television/online commercial is pure Apple. Apple is featuring a series of commercials, each one focusing on one major new feature of the phone. This spot is fun, clean, functional, and features another celebrity voice, Jeff Daniels. Daniels has come a long way since the philandering husband he played in Terms of Endearment. He has a featured role in the seminal Loopers movie. And he's been viraled all over the internet in clips of The Newsroom, the Aaron Sorkin HBO hit. Apple has no problem with reaching into the Hollywood kit bag to pull up a voiceover talent. Richard Dreyfus and Peter Coyote are just two names from the past. We subconciously hear and appreciate the authenticity a skilled actor brings to a delivery. Jeff Bridges, George Cloony, John Corbet. And now, Jeff Daniels. "The Thumb" With over 30 years experience, Tim McLarty currently works out of Toronto Canada as a writer, producer and media strategist producing advertising and entertainment content.