In an era when everyone carries a smartphone with a camera, how do camera brands get across the benefits of high quality photography? Canon USA's latest spot stresses that it's all about the importance of having the right equipment as well as being in the right place at the right time to get that perfect shot.

The ad, created by Grey New York and directed by Jonathan Zames at Big Block, does this by setting up a complicated, Rube Goldberg-style sequence that begins with a female photographer simply rolling her lens cap to set off a domino effect. This triggers a falling water balloon, a dog helping to lift a gate, a row of bikes toppling over and more. They're all picture-perfect moments, but it's only at the end of the film that we see the perfectly-timed stills the photographer has taken with her Canon EOS Rebel T7i DSLR. And yeah, you wouldn't get those with a phone camera.

As a continuation of the campaign, Canon will continue to reveal photography tips and tricks via social media infographics, photo challenges and content creators to encourage consumers to "Shoot for Greatness." They'll include instructions on photographing the perfect low-light birthday experience and creating a water hat by dropping a balloon on a willing participant, emphasizing that capturing these moments are no longer just for the professionals.