Google revealed its 60-second Super Bowl commercial for its Pixel 8 phone, promoting its AI-assisted camera through the story of a blind character. On Friday, Google debuted the commercial after announcing its plans to advertise in the game earlier this week and discussing the themes of the spot with Ad Age.

The commercial runs in the second quarter, and it’s titled “Javier in Frame,” directed by blind filmmaker Adam Morse. Google Creative Lab, an internal team, developed the ad in collaboration with Gut Miami. The story highlights Google’s AI technology called Guided Frame, which assists visually impaired people in taking photos. The story is told through a series of photographs captured by the title character Javier, who goes from being single to having a family. Morse, the director, is also visually impaired.

Read more about the Super Bowl campaign here

This is the third consecutive year Google is in the Super Bowl with an ad for Pixel. The internet giant has been developing AI across its devices and services, including in its ad platform, search and YouTube. The Pixel phone is Google’s proprietary device that runs on Android, the mobile operating system, and it’s a device showcase for Google’s tech.

“The whole idea behind capturing Guided Frame the way we did, with a first-person point of view,” Daryl Butler, Google’s VP of devices and services, told Ad Age this week, “was to make sure that folks understand that there are people who are visually impaired that actually still can enjoy all of the things that we take for granted.”