Apple is playing up the privacy options of its iPhone14.5 with App Tracking Transparency, with a little humour. The commercial for TBWA\Media Arts Lab personifies what happens when you allow an app to track you across other apps and services.

It follows a man who adds more and more people to a visible “entourage” each time he uses his phone, representing those who are tracking him. When he finally returns home, he declines the app tracking transparency requests for his apps to track him and his entourage disappears.  

App Tracking Transparency in iOS 14.5 requires applications to ask permission from users before tracking them across other apps and websites.

The spot was directed by Rupert Sanders of MJZ and is the latest in Apple’s Privacy. That’s iPhone campaign. It follows a November commercial that illustrated how app trackers function and how iPhone users can better control their own privacy.

The commercial supports a recent Apple report, A Day in the Life of Your Data, using the example of a father and his child spending a day in a playground to present a step-by-step exposé of how third-party companies track users’ information across websites ad apps, and showing which Apple tools consumers can use to maintain control of their data.