Apple has aired its first TV commercial for Siri, showing just what the voice assistant is capable of doing. In typical Apple fashion, the commercial is not about the technology, but how humans can use it.

Update: We switched the original video to this better quality version, hat tip to MacRumours.

There is no mention of specifications or technology to be found. In fact, there is no mention of Siri at all. Instead, someone asks how to tie a bow tie, asks for directions, tells the iPhone that they are locked out of their house and queries it about the definition of a word.

Another masterful bit of advertising from Apple and a lesson for other companies. Get the specs out, get the human angle in. No one wants to see the inside of a carrier’s store.