Apple today posted a new online video ad that’s arriving right in time for Mother’s Day. It’s like Apple’s previous “shot on iPhone” billboards, but the 30-second clip contains photos and videos — shot on iPhones — that specifically feature mothers and their children.

Here it is:

It’s personal, not unlike the recent video ad showing an autistic young man named Dillan using an iPad to communicate. That video release was tied to Autism Awareness Month.

But this time, the spot is playing up the camera capabilities of Apple’s signature smartphones. Apple’s latest iPhones, including the four-inch iPhone SE, come with 12-megapixel iSight cameras that capture Live Photos and record 4K, 1080P high-definition video. No wonder Apple wants to show off what they can produce.

Happy early Mother’s Day!