Apple’s iPhone Prioritises Privacy in this Pertinent Ad
- Ad Reviews
- 18 September 2020
There are plenty of things iPhones are known for. Their camera quality, for one. Their sleek and modern design. Their impeccable customer service and quality.
But above all this, Apple wants to be seen as the ultimate privacy protector.
In their new Over Sharing ad, Apple ingeniously balances humour and discomfort to drive home the importance of privacy.
Your login information. Your credit card number. Even the nasty gossip that you were just texting your friend about could easily be violated if your phone’s security system is weak. No one will be spared.
Viewers watching the ad might feel a sense of secondhand embarrassment at the scenarios. Or they might be tickled yet uneasy both at once. After all, that person could be them.
In today’s digital age, we keep almost all of our information on our phones. With technology nowadays (such as clickstream data) becoming a threat to privacy, ethical concerns have been raised amongst consumers for fear of their safety.
The recent slew of privacy breaches shows us that protecting our data is not as easy as it looks. And it’s even tougher when you don’t know who you should be keeping it from. By positioning themselves as a privacy protector, Apple signals to us that they understand our concerns – that our worries are theirs. The ad works because Apple successfully manages to put themselves in our shoes.
At the end of the ad, Apple further reiterates their message by putting a twist on their logo – with the shackle of a padlock – to emphasise the point that the iPhone keeps your information secure. With such a cleverly designed ad steering Apple’s advertising campaign, it’s clear they take their privacy protection seriously.
- Ad Reviews
- 22 January 2021