Apple has long been known for the time, money, and effort it puts into its advertising campaigns. The company’s image has been developed with years and years of successful marketing, and some of the most iconic TV ads of recent years. (Remember the early iPod ads, and Mac vs. PC?)

Now, that hard work has been rewarded at the Cannes Lions International Festival of Creativity. Apple has been dubbed “Creative Marketer of the Year” in response to its inventive video ads over the past year.

Most notably, Apple hired acclaimed director Spike Jonze last year to create a 4-minute short film advertising its HomePod speaker. Though the HomePod itself hasn’t been as successful as Apple hoped, the accompanying commercial has been widely praised for its originality and compelling visual effects.

This is perhaps the biggest award in marketing, given to productions that turn ads into something worth watching in their own right. It’s the first time Apple has won the award, and hopefully it will spur it on to even bigger and better videos in future.