Apple today launched a new ad, just in time for the Rio Olympics.
Much like some of its previous work, this ad sort of transports you to a different place where you forget for a moment that you re watching an advertisement.
Apple does arguably have one of the best creative teams on the planet, mind you.
In this 60-second commercial, Apple uses photos and video from iPhone users worldwide while the late Maya Angelou reads her poem Human Family over melancholy music.
The images are beautiful glimpses into life of people, landmarks and scenery around the world, each of which was shot on an iPhone — as referenced later in the spot.
The spot is set to air for the first time during the opening ceremony at the 2016 Rio Olympic Games, although Apple let the cat out of the bag a bit early for us to enjoy.