Why should I use Hamcrest matcher and assertThat() instead of traditional assertXXX() methods?

When I look at the examples in the Assert class JavaDoc

assertThat("Help! Integers don't work", 0, is(1)); // fails:
// failure message:
// Help! Integers don't work
// expected: is <1> 
// got value: <0>
assertThat("Zero is one", 0, is(not(1))) // passes

I don't see a big advantage over, let's say, assertEquals( 0, 1 ).

It's nice maybe for the messages if the constructs get more complicated, but do you see more advantages? Readability?