Apple ran a new, minute-long Apple Music commercial during last night’s Country Music Association Awards, featuring hit country music singer-songwriter Kenny Chesney.

In the ad – filmed this summer at his concert at the Gillette Stadium in Foxboro MA, home of the super bowl champions New England Patriots – Chesney focuses on the human curation offered by Apple Music.

We need a place where music is treated with real reverence and respect, a place that’s got a human element, a human touch […] great songs recommended to me by people who live it …

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The ad, which can be found on iTunes and watched below, also features a cameo appearance by the Apple Watch, Chesney using it to check his Activity rings.

Apple has been really going to town on video ads for Apple Music, with James Bay and Kygo featuring in mid-August; The Weeknd and John Travolta later the same month; Leon Bridges, Shamir and Flying Lotus in mid-September; and Mary J. Bilge alongside actors Kerry Washington and Taraji P. Henson, describing the service as ‘the instant boyfriend mixtape service.’

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