I would have a giant pile of smartphones all with their screen glowing, and one by one they would turn off, until only the G1 is left glowing....
...zoom in close to screen....with all the various icons and apps showing....
...tag - "More apps."
I realize that this might not be 100% true, but is advertising?
Follow up ad, Same pile, or so it appears, with just one G1 lit up, all of a sudden more and more light up, and they are all G1s each with a different app.
Same tag - "More apps."
Final ad, same pile with screens all on, but this time they screens enmasse switch from app to app for apps that are socially connected, like Parallel Kingdoms, TuneWiki, etc.
Tag - "More connections."