Apple may not have launched its most innovative products in 2016, but when it comes to marketing, Cupertino is still killing it.

By utilizing celebrities, musicians, athletes and everyday iPhone owners, Apple created some of its most memorable ads ever in 2016. Whether they were touting Apple TV with Kobe Bryant, or using the story of an autistic boy to show how technology can change the world, Apple ads entertained us and gave us all the feels.

These are our favorite Apple ads of 2016.

We loved that recent Siri ad starring the lovable Muppet, Cookie Monster. And a new video gives us more with some mock behind-the-scenes footage.

In the original spot, Cookie Monster used Siri’s hands-free functionality to set a timer while his delicious cookies baked. And he even asked the digital assistant to play some tunes on Apple Music to help him pass the time. But the new video offers a lot more, including bloopers, outtakes, and what happens when the cookies are done.

Check it out below.

A new iPhone 6s ad subjects the lovable Cookie Monster to his worst fate imaginable: having to wait for a pan of his favorite treats to bake.

It’s a cute spot that’s meant to show off Siri’s hands-free mode, which lets users activate the digital assistant by saying “Hey, Siri” at any time. But it throws the hapless Muppet into an existential crisis.

Check it out below.