Photo: Apple Inc.

On its website, Apple AAPL has posted the two videos it played for developers and the press during Steve Jobs’ keynote Monday.

The FaceTime video, in particular, is a marketing masterpiece that hits every emotional button, from the fetal sonogram sent to a dad on duty overseas to a conversation between two deaf people who might never have communicated over a phone before. The director isn’t named, but several readers have suggested that this must be the work of Sam (“American Beauty”) Mendes.

You can see them here and here.

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[Follow Philip Elmer-DeWitt on Twitter @philiped]