A TV advertisement for the iPhone 7 Plus’ camera won Best in Show at the prestigious ADC annual awards. The ‘Barbers’ ad comically demonstrates that Apple’s smartphone can make anyone look good.

Watch it below:

The iPhone 7 Plus has dual cameras that it uses to create a depth-of-field effect. Apple calls this Portrait mode (not to be confused with the other  completely-different portrait mode). Photographers long ago dubbed this the Bokeh effect, in which a foreground object is in focus but the background is blurry. The iPhone X and iPhone 8 Plus can perform this same trick.

The ‘Barbers’ ad shows legions of people showing up for haircuts at a barbershop because images taken with an iPhone 7 Plus make previous customers look great. Whether they actually do or not.

The ADC Award

The Art Directors Club was founded in 1920 with the idea that advertising could be judged by the same stringent standards as fine art. Last night, the 97th ADC annual awards were given out. That makes it the oldest continuously running industry award show in the world.

Gold, Silver, and Bronze Cubes are given out in categories like Typography, Packaging, and Promotional Materials. Above all of these is the Black Cube, which Apple took home this year.