The spot opens on a family sitting for a photo with a traditional camera. But when the tripod accidentally tips over, a girl uses her phone to play with virtual face masks with her family.

From there, people of all ages and backgrounds use the app to laugh and let loose — together or apart. They make stickers of their pets, send pictures instead of texts, and use the map to find the fun on a night out.

The closing line underscores how the app is a new kind of camera — one where how you feel matters more than how you look. It’s for more than just capturing and posting special moments. It’s for creating them with friends and family.

Despite a dedicated user base and tremendous global awareness, there are a lot of misconceptions about Snapchat, and many people don’t quite understand what the app is.

To write Snapchat off as just another social platform for young people (or for sexting, if you’re a true cynic) is to miss out on all the experiences it can unlock.

Snapchat is a new kind of camera — one where how you feel matters more than how you look. This spot tells the story of how its many features help bring friends and family closer during a time when there is a lot of cultural noise around divisiveness and tremendous pressure to portray your perfect self.

Snapchat is a camera.

No… not that kind of camera.

It’s this kind of camera.

It’s a camera that adds magic to your yard,

And makes early mornings a little more fun

It brings your best friend with you anywhere you go

And comes with your very own mini-me.

It’s a camera with a map so you can travel the world on your morning commute.

It can lead to adventure and help get you there.

It’s a camera for talking,

Because a Snap says more than a text.

So yeah, Snapchat is a camera

Where how you feel matters more than how you look.