Often characterised by endless terms and conditions and tiring technicalities, consumer privacy is rarely light-hearted. We explore the insights behind why Apple is sidestepping the small print and bringing privacy woes to life in an ad filled with funny privacy mishaps.
Using everyday scenarios to illustrate each one of Apple’s updated iOS security and privacy features, Apple’s TV spot, 'Over Sharing', looks to shed light on how iPhones safeguard consumer privacy. In one scene, a woman in a movie theatre tells someone in the audience her go-to online login, highlighting the benefits of Apple's randomised login system. In another, two co-workers shout out the name of their least-favourite colleague, illustrating the virtues of end-to-end encryption on iMessage. The ad ends with the tagline: “Some things shouldn’t be shared, iPhone helps keep it that way.” Without actively naming the new features, Apple’s 'easter egg' advert aims to shed light on its privacy offerings to non-techie consumers dealing with privacy concerns.
The ad ends with the tagline: “Some things shouldn’t be shared, iPhone helps keep it that way.”
Matilda Ruck is a Behavioural Analyst at Canvas8. She has a degree in Politics and Philosophy as well as a foundation in psychotherapy and is passionate about exploring the interplay between creativity, psychology and culture. Outside of work, you can find her writing short stories, tending to her ginger cat Thomas O’Malley or oscillating between yoga and karaoke practice.
22 Sep 20
2 min read