Data Trackers Are Too Darn Clingy in Apple's Privacy Spot

Can Safari get them off your back?

Hey, you’ve got freaks in silver spacesuits riding around on your back, peeking at every keystroke you make on that iPhone. You good with that? Of course not.

Personified data trackers pop up everywhere IRL as Apple touts the privacy tools of its Safari OS in a campaign titled “Clingers.”

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This brand isn’t known for broad humor. So it’s nice to see TBWA\Media Arts Lab and Smuggler director Ivan Zacharias letting their hair down for some silliness to bolster a serious message. That vibe will likely boost the work’s memorability.

Of course, the basic concept’s nothing new. These creepy anti-vaping ads from 2019 rocked similarly clingy themes.

Apple’s take feels more measured and finely tuned. The bit in the museum, with the human cast mirroring nearby artworks, is especially notable.

As for the notion of blowing the trackers to sparkly smithereens, who wouldn’t be down with that?

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