To showcase the natural resources that give the Touch Wood phone its unique look, an ad agency engaged Invisible Designs Lab’s Kenjiro Matsuo to make a giant wooden xylophone that stretches across a lengthy swath of forest. The Rube Goldberg-like contraption plays Bach’s Cantata 147, “Jesu, Joy of Man’s Desiring” in (seemingly) one take, using one wooden ball that rolls down the length of the custom-made instrument. The Touch Wood cellphone makes an appearance at the very end.

Here’s the commercial.