There is one aspect of the advertising for the Apple iPod phone that is refreshing to see. It's what you might call 'obvious advertising.' There are no fancy marketing gimmicks, no catchy slogans. Frankly, there is nothing more than a simple, up close and personal, demonstration of an innovative product and how it works.
It points out what has always been true in marketing, but not practiced often enough. Develop a corporate culture that drives innovation in products and services, and you can spend less time worrying about how to be innovative in your advertising, and more will still beat a path to your door and become advocates for your brand. You do that with proper insight to your target audiences, their needs, and how your brand can deliver on those needs in a competitively differentiated manner. Strategy first, always.