It was not me saying it but the advertising guru Lee Clow from TBWA say at the Leadership Conference for the American Association of Advertising Agencies. In the end of his speech he did talk about making advertising for iPhone:
When you have a product that speaks so eloquently that we’re going to change everything, you don’t let advertising get too much in the way, so you basically just show people the iPhone.
Lee Clow, TBWA
Recommend reading the article “TBWA Guru Lee Clow Says Online Branding Still in Infancy” by Alice Z. Cuneo.