Apples’ popular “Shot on iPhone” print and outdoor ads have been applauded by the industry, even picking up a Grand Prix award at Cannes, but a camera store in Canada is having none of it. Lens & Shutter have released the reality of ‘real photos’ taken on a phone with its advertising campaign “Shot on a phone”.

The campaign skews Apple’s “Shot on iPhone” advertising series which showcased 53 photos taken by 41 amateurs and professional photographers on iPhone 6s. Each photo was featured on billboards across 85 cities in 26 countries.

Rethink Canada is the advertising agency behind the campaign which takes the piss out of Apple’s ‘real photo’ campaign. Each print and digital ad focuses on a different problem with phone cameras—pixelation, motion blur, low light and a giant thumb on the camera.

“Smartphone cameras have improved by leaps and bounds, but they’re still far from perfect,” Lens & Shutter owner Roy King said. “For shooting in less-than-ideal conditions, or for capturing those once in a lifetime moments that you really don’t want to miss, there’s still no substitute for the real thing.”

Check out the ads here: