Cookie Monster and Siri Bicker and Bake in Clever iPhone 6 Video Spot #TBT

This week’s #TBT campaign is throwing it back to a childhood favorite, Cookie Monster, whipping up a batch of cookies with the help of the iPhone 6’s new hands-free Siri. Apple hasn’t always used celebrity spokespeople to advertise its products, but now, Cookie is just one in a star studded lineup that also includes Samuel L. Jackson, Zooey Deschanel, and the beloved Taylor Swift on a treadmill.

In the 60-second spot, TBWA\Media Arts Lab demonstrates the new iPhone 6 features with one of Sesame Street’s most popular characters. Cookie dons a chef hat and strikes up a conversation with Siri to use the iPhone 6’s timer and to play music as he waits impatiently for his favorite treat to bake to a golden perfection, all without using his hands.

It’s important to note that Cookie Monster was carefully selected as the star of this iPhone ad to highlight Siri’s ability to understand just about anyone—Cookie’s voice is throaty and nearly panicked like a chubby boy two-cheeks full of whatever granny snuck him under the table.

And Jim Croce’s “Time in a Bottle” adds even more throwback to today’s throwback ad, another subtle but appreciated choice by Apple.