With Mother’s Day less than a week away in the U.S., Apple has rolled out a new “Shot on iPhone” ad that’s all about moms. The 30-second spot features still images and videos, and an emotional soundtrack that’s sure to pluck your heartstrings.
Simple titled “Mother’s Day,” all of the images and videos featured in Apple’s new ad were taken with an iPhone. It’s part of the long-running Shot on iPhone campaign, which first kicked off just over a year ago to showcase the iPhone’s photography capabilities.
When it rebooted the Shot on iPhone campaign for the iPhone 6s series earlier this year, Apple featured 53 photos from 41 amateur and professional photographers around the world. This year’s campaign has focused more on portrait images, while last year’s focused on landscapes.
Apple has already picked up one of the top prizes at the Cannes Grand Prix festival for this campaign, and given its focus on making the iPhone a terrific camera, Shot on iPhone is likely to be sticking around for some time to come.