I love these ads.
1) So far I like the music in all of them. Heck, this is why I now have a Black Eyed Peas and Jet album (no there's not a collaboration
), and there's a current one out that when I figure out who's doing the song I will get their CD (side note ... if I could buy a bloody track from iTunes I would give Apple money for this!)
2) The distinctive style has the feature that even people that tape their tv and fast forward through ads see them and immediately recognize an apple/ipod ad.
3) They are so distinctive that every time one comes on my 8 year old son recognizes it and shows me how my iPod is on TV (side note ... he recognized the iPod as soon as I brought it home). When you're getting your message that far down the age scale, it's working.
IOW these ads score on every single scale you need to measure advertising on.