Apple’s new ad is for people who haven’t figured out how to use iMessage effects

Apple debuted a TV ad today that shows off the new iMessage effects on iOS 10. The ad depicts balloons floating around a city and gathering in the bedroom of an iMessage user who reads a happy birthday text that was sent with the balloon iMessage effect. In case you don’t know what the new effects are, they fill a text thread with either balloons, confetti, lasers, a shooting star, or fireworks. The commercial’s very endearing.