This week, Apple released a new ad focused on the “Memories” feature on the iPhone, a curation tool that creates collections of the user’s photos and videos from a particular time or event. While the feature isn’t new, the company’s take on it certainly is.

In the ad, an elderly man rummages through a massive physical library of photos, carefully selecting images and splicing film by hand. He pieces together a slideshow of a young mother’s memories and it plays to a sweet, sentimental tune.

The ad itself is beautifully shot and the story is strong, pulling on all the right heartstrings. While it seems an odd choice for Apple to personify its state-of-the-art technology as an old man in a long forgotten archive, the move away from sleek and minimalistic advertising from Apple is appreciated.

Madelaine Sawyers

Author Madelaine Sawyers

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