Apple’s new iPhone 7 models have only been out for three days now but Apple’s heavy advertising push is already underway. In a pair of ads uploaded to Apple’s YouTube page — and likely set to air during commercial broadcasts later this week — Apple hones in on two specific iPhone 7 features: improved water resistance and impressive low-light camera performance.

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In the first ad called Midnight, we follow a restless teen who takes his skateboard out for a little spin on a moon-lit night and proceeds to take photos of interesting things he happens to see along the way.

The accompanying tagline for the new advert reads: “The all-new iPhone 7, with low-light camera. It’s practically magic.” For those curious, the song featured in this commercial is In A Black Out by Hamilton Leithauser + Rostam.

The second ad is called Morning Ride and features a cyclist who gets up before the crack of dawn to go for a ride in the pouring rain. With his new iPhone 7 firmly affixed to the front of his bike and about to get drenched, he hasn’t a care in the world thanks to the iPhone 7’s new IP67 rating which means it can be submerged underneath a meter of water for up to 30 minutes and not miss a beat.

All in all, I think these ads are pretty great. They’re almost shot like mini-previews for short films given the music choices and the color tones. Over the next few weeks, don’t be surprised to see Apple really ramp up its iPhone 7 advertising campaign, especially since there’s a lot more to advertise than what we saw with the iPhone 6s.

A life long Mac user and Apple enthusiast, Yoni Heisler has been writing about Apple and the tech industry at large for over 6 years. His writing has appeared in Edible Apple, Network World, MacLife, Macworld UK, and most recently, TUAW. When not writing about and analyzing the latest happenings with Apple, Yoni enjoys catching Improv shows in Chicago, playing soccer, and cultivating new TV show addictions, the most recent examples being The Walking Dead and Broad City.