Apple released an ad Tuesday aimed at reaffirming its stance on consumer privacy by highlighting its private browsing feature through the lens of a horror movie.
The nearly two-minute film, titled Flock, shows bird-like security cameras flying around a city and spying on people as they check their phones. People are baffled by the swarms of cameras tracking them in their daily routines and spying on their browsing habits.
The text “your browsing is not private” appears before users start clicking on the Safari browser, causing spy cameras to explode in mid-flight.
This work aims to continue to position Apple at the forefront of consumer privacy protections as there is increasing scrutiny over how technology companies handle consumer data.
The campaign will also include a digital component of “disruptive displays,” or banner ads that appear to hijack browsers in real time.
According to a spokesperson for TBWA\Media Arts Lab, which created the campaign, the thriller-like approach aims to evoke a creepy feeling that people are constantly being monitored by apps on our phones.
Apple hired Gus Coven, a sound designer who visited landfills to find the metallic sounds made by the bird-shaped cameras, according to a press release. Ivan Zacharias directed the campaign and Mikkel EG Nielsen edited it.
Special effects companies House of Parliament and Legacy Effects designed the bird cameras. The company used 3D-printed models to film the spot.
The campaign will air on television as well as in cinemas, on social media and on YouTube.