Standing at the urinal, having a conversation with a friend at a restaurant, putting your makeup on in the car. While all these things technically may be happening in public, we still value our personal space and our right to be able to keep some things to ourselves. Apple reminds us of how it, too, values our privacy in a lighthearted new spot that cuts together such moments and shows just how uncomfortable they become when others start to intrude on our personal matters. Those friends having a meal stop their conversation when a waitress comes by, the woman applying mascara raises her window when a peeper in another car stares. “Privacy matters,” the endline reads, across a shot of the iPhone.
The spot was created out of TBWA/MAL and is the first commercial outing from director Alexander Payne (“Sideways,” “The Descendants”), produced out of Radical Media. it follows the brand’s big, bold privacy-focused billboard at CES, which played off Las Vegas’ famous tourism tagline with its own cheeky copy: “What happens on your iPhone stays on your iPhone.”