Apple’s “Shot on iPhone” ad campaign relies on imagery created by users to convey the simplest message possible: it’s pretty easy to make something pretty compelling. Or, when it comes to “the beautiful game,” as soccer is called, it only takes a moment to capture that beauty.
A new 30-second ad released on Thursday, ahead of the start of the UEFA Euro 2016 soccer championships on Friday, features color and black and white stills as well as videos of soccer players and fans in action. The soundtrack for the ad is the song “Wings” by UK hip-hop artist Little Simz.
Captions identify the users who shot the images as Apple lets us know that it doesn’t take a professional to notice what is beautiful. It’s not all high art, but for a generation raised on mobile photography, the ads showcase what a lot of us see and share on a daily basis.