Apple Keeps Beating the Privacy Drum in Relatable, Clever iPhone Ad

Digs at tech competition keep coming

The data lockbox. Apple

Over the years, Apple’s presence at the annual Consumer Electronics Show (CES) in Las Vegas could be best described as “non-existent.” Why on earth would the brand need to spend gobs of money (not that they’re hurting here by any stretch) to talk about their latest and greatest, when all they have to do is schedule a keynote to get the world all aflutter.

However, this time around, Apple took a dig at Google, Facebook and just about everyone else with a billboard at CES touting the importance of privacy—and how the iPhone enables it.

Keeping the beat going on privacy, the brand, with the help of Media Arts Lab, recently released a clever new ad filled with privacy metaphors to make its point.

Some are predictable (slamming doors and drawers, paper shredding and locks), while others are a little more nuanced (eating a note in class, rolling up car windows while doing makeup).

The best gag of the bunch may be in the men’s restroom as one gentleman makes a u-turn to get a little, you know, space. The 45-second ad locks it all up (pun clearly intended) with “If privacy matters in your life, it should matter to the phone your life is on. Privacy. That’s iPhone.”

The topic of privacy is most certainly a hot one, with no end in sight, especially for a certain tech company that can’t seem to get its collective, you know what, together. Meanwhile, Apple continues comparing, er, apples to oranges by explaining how it keeps user data secure on its website.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.