A new 60-second TV commercial spotlighting the iPhone 5s, Parenthood, was posted by Apple last Sunday. In it, parents are shown using their iPhones to teach kids how to brush their teeth, as well as using it as a baby monitor, to find a lost pet, and to turn down the room lights. This dovetails neatly with Apple’s recent announcements surrounding HomeKit, a platform for smart home devices.

It also happens to be a clever, warm and engaging piece of advertising.

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