FORTUNE — Some purists used the fact that Apple (AAPL) had replaced the always appealing but generally anonymous faces in its TV ads with a couple of Hollywood celebrities — Zooey Deschanel and Samuel L. Jackson — as evidence that the company had gone to hell without Steve Jobs at the helm. (See Siri takes a star turn.)
But a new YouGov BrandIndex survey suggests that Apple marketing may still know how to do its job.
According to a report issued Tuesday, the Siri ads featuring Deschanel and Jackson coincided with a boost for the iPhone brand among the all-important demographic of 18–34 year old Americans:
Both men and women responded positively to the ads, according to YouGov, but men registered the strongest push.
YouGov BrandIndex’s Buzz score was determined, as usual, by asking respondents: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”