Apple has released a new ad for the iPhone 6s, and this time the Cupertino company has brought in the big guns: Cookie Monster. In the minute-long ad, Cookie Monster solicits help from Siri to pass the time while he waits for his latest batch of cookies to finish baking.

The ad is a cute look at how the hands-free "Hey Siri" function on the iPhone 6s and iPhone 6s Plus can come in handy, even for an impatient Muppet. And not only will this one appeal to the kids, but it's likely to catch the attention of parents that could also use a quick way to set a timer or start a playlist while their hands are full. Just like Cookie Monster.