Comedian, Yue Yun Peng, adds his irrepressible charm to Apple China’s privacy campaign for the second year running. Once again, Let’s Talk Privacy features relatable situations, from accidentally exposing embarrassing chat histories to frantically chasing after a notebook full of passwords, while highlighting Apple’s practical privacy solutions such as Face ID app locking and built-in passwords app.

Tiger’s Oil: A child accidentally opens Yue’s chat history and publicly exposes an embarrassing conversation about “tiger’s oil” (which sounds like “I love you” in Chinese).

Garbage Day: Yue chases desperately after a junk collection bike carrying his notebook full of passwords.

Lock Master: Yue becomes an expert in privacy features.

Beyond the main films, the campaign extends to educational social content where viewers can learn privacy tips through behind-the-scenes footage featuring playful banter between Yue and the campaign’s director, Zhang Da Peng. Additionally, Yue makes his debut in Apple’s privacy billboards, where — unlike previous anonymous users completely hidden behind their iPhones — he peeks from behind his device, maintaining the protective essence while adding his familiar charm.

The campaign covers broadcast, digital, OOH and social official channels (WeChat, Douyin), and launched on June 5 to coincide with China’s major e-commerce event, the 618 Shopping Festival.

Credits:

Agency: TBWA\Media Arts Lab, Shanghai
Production Company: ProFilms
Post-Production: ProFilms & Be Grizzlee
Sound: CODA Music Music: ProFilms