The latest iPhone 6s spot is a somewhat bizarre 60-second spot called "Onions."
The ad aims to show that shooting 4K video on the iPhone 6s makes anything look beautiful - even someone just chopping an onion.
In a departure from Apple's often-used clinical
The girl's brother passes the video around at work.
Someone then demands the onion video gets posted to the homepage immediately.
Text appears, describing the video as a "visual tour de force."
The video becomes the subject of a university lecture, a gallery showpiece, and a blockbuster movie - which goes on to win a best picture award, presented by actor Neil Patrick Harris.
Apple also released another iPhone 6s TV ad on Monday, which takes on a more familiar style. The spot showcases the fingerprint Touch ID function on the device.