Apple on Sunday posted a new ad celebrating Mother’s Day.
The 30-second spot, which is a continuation of the “Shot on iPhone” campaign, shows motherhood as seen through the iPhone lens of its users.
Set to the song “Because You Are Who You Are” by K.S. Rhodes, the ad is comprised of iPhone photos from Apple users, all showing different parts of motherhood.
The ad is a departure from some of Apple’s recent celebrity/humor filled work and hearkens back to some of the more emotionally-driven work Apple is known for employing.