What’s the best way to tell consumers the iPhone is a great tool for shooting video? By showing them, of course.

As part of Apple’s “Shot on iPhone” campaign, the company this week released eight new ads, re-emphasizing how terrific the smartphone is for shooting video (and pictures). Of course, there are many other smartphones out there capable of shooting video that’s just as good, if not better. But it’s in the execution of the ads that makes the Shot on iPhone campaign so successful.

Not only are the short videos visually interesting, but they are backed by trendy music. The thing about them, however, is that they aren’t complicated at all, which makes them immensely accessible for viewers. They are created in a way that makes it easy for anyone with an iPhone—or someone who wants one—to believe they are also capable of creating such content.

Shot on iPhone has been a really cool campaign and I’m glad Apple has continued to stick with it. The iPhone doesn’t take the best video or pictures on the market but kudos to Apple’s marketing department for creating such stylish ads. If the iPhone 7 does wind up coming with a dual-lens arrangement, I wouldn’t be surprised to see this campaign survive another year.

You can check out all the ads below.