What can be gleaned from Senator Bernie Sanders’s new ad, targeted at voters in Iowa and New Hampshire? The spot is a classic montage of Americana—dairy farms, coffee shops, the Des Moines skyline, happy families, campaign rallies—set to Simon and Garfunkel’s “America.” (You know the one: “They’ve all come to look for America.”) It’s a pretty great spot, with lots of warm fuzzies.

First, the ad is extremely positive—it’s all smiling faces and happy children, hardworking farmers and cheering crowds. That matches with Sanders’s vow, mostly kept, to run a positive campaign. Second, the ad is heavily steeped in classic Americana. In particular, the ad leans on rural imagery, fitting with it primary audience Iowa and New Hampshire. The message might also blunt the attempt by some allies of Hillary Clinton to tar Sanders as a socialist. See, look? He’s as American as mom and apple pie.