Apple today shared a humorous new iPhone 6s ad that features well-known Sesame Street character Cookie Monster. In the spot, Cookie Monster is baking cookies and using the always-on hands-free "Hey Siri" feature to set a timer.

On the iPhone 6s and iPhone 6s Plus, the A9 processor and M9 motion coprocessor allows Siri to continuously listen for the "Hey Siri" command without needing to be plugged into power. On older devices, "Hey Siri" is available, but only while an iOS device is charging.

While Cookie Monster impatiently waits for the cookies to be done, he uses "Hey Siri" to play Jim Croce song "Time in a Bottle," and proceeds to pace around the kitchen, gobble up a wooden spoon, and moan about the wait.

The iPhone 6s "Timer" ad starring Cookie Monster is one of several iPhone 6s ads starring well-known celebrities, but it is the first to feature a character rather than an actor or athlete. Previous ads focusing on iPhone 6s features ranging from Live Photos to 3D Touch to the device's A9 processor have starred Jamie Foxx Jon Favreau , and Stephen Curry