The spot, from longtime Apple ad agency TBWA\Media Arts Lab, illustrates simply how the technology works. In the ad, a user downloads an album on an iPhone 4S and then — voila! — it shows up on that user’s iPad and Mac. The same goes for new contacts, calendar entries, photos and apps.

This isn’t Apple’s first ad for iCloud. A commercial released last November made the same point, but included narration to spell it out. That spot came a few weeks after Apple’s official iCloud release in October.