TBWA\Media Arts Lab’s wit enlivens this year’s global privacy campaign for Apple, continuing the brand’s more than seven-year effort to raise awareness around the value of keeping user data secure and reinforce its longstanding belief that privacy is a fundamental human right.

Through both broadcast and digital executions, Apple dramatises the invisible ecosystem of tracking that follows consumers across the web every day. 

The unsettling broadcast commercial, Clingers, imagines data tracking as creepy chrome-clad people latching onto people’s backs as they browse. The campaign highlights how Safari is designed to help keep online trackers off your back in a world where the data economy continues to profit from people’s browsing habits, often without their knowledge or consent.

A companion digital execution, Tracker Invasion, extends the idea into the online experience itself, designed to make people think about browsing privacy while actively navigating the internet. The clingers appear across digital environments watching users browse from inside the actual digital media units, before Safari blocks them into oblivion.

Clingers is running globally across broadcast, OOH, digital display, social, cinema, YouTube, and Apple.com.

The campaign is the latest chapter in Apple’s long-running Privacy. That’s iPhone platform, that debuted as a single billboardat CES in 2019 and has since evolved over the years with campaigns such as Tracked, Waiting Room and Flock becoming one of the most sustained and recognisable brand platforms in technology.

Credits:

Agency: TBWA\Media Arts Lab
Director: Ivan Zacharias
Production Company: Smuggler
Post-Production Company: House of Parliament / Trafik
Editing: Work Editorial
Director of Photography: Jan Velicky
Music: Model Citizen