Apple has uploaded not one and not two, but three new iPhone ads to the company’s official YouTube channel for Australia (for some reason) in the past 24 hours, highlighting topics that have been the center of attention of various previous publicity stunts and marketing materials.

This time around, the Cupertino-based tech giant is keeping things short and simple, using clear messages and absolutely no bells and whistles to explain why iPhones are the best. No specific model is mentioned, no actors are employed, no catchy music or elaborated effects, no nothing. Just some text and a few basic sounds. It remains to be seen if the 15-second clips will eventually show up on the company’s main YouTube channel as well, but even if they do, they’re definitely not flashy enough to go viral.

In contrast, while the two aforementioned new ads aren’t trying to be funny, they’re at least successful in properly informing iPhone users of their devices’ strengths. They also shuffle some key words around to illustrate the wall Apple forms between its apps and malware, as well as the way your conversations are scrambled to maintain your complete privacy.