Apple has launched a series of new commercials—very simple, but still moving and touching—to promote a FaceTime video calling feature of their iPhone 4. The new spots are far from being masterpieces of the advertising art, and are more like an amateur work, but the one of rare honesty and heart.

The four ads are focused on strong emotions, which we feel when it comes to positive life-changing moments (big or small, but always very important to us). Two of the ads are about having a baby (in the first of them a grandfather sees his tiny newborn granddaughter for the first time, and in the second one a woman tells her husband that she’s pregnant), while the other two are about changes in the appearance (a girls shows her dental braces to her daddy and a girl demonstrates her new extra-short hair-cut). “With FaceTime on the iPhone 4, you don’t just hear the big news, you can see it for yourself.”

During the spots, nothing is mentioned about the device’s characteristics or the company’s partnership with at&t in the U.S., which provided Wi-Fi to make these phone calls possible. Only in the end of each of the videos, there is the emblem of Apple and a round blue-and-white logo of at&t.

The commercials can be viewed on the YouTube page of the brand.