Apple’s iPhone Privacy Prevails
Apple’s ongoing pursuit of iPhone privacy is motivated by the belief, that their customers deserve the best possible protection they can provide, from their user profiles being exploited for nefarious purposes or monetary gain.
The majority of the big online players, unlike Apple, regard users of their services as a means of harvesting their personal information for selling to their actual customers, which are advertisers.
As Jim Dovey, ardent advocate of digital privacy reminds one, “if you’re not paying for the product, you ARE the product”.
1. Apple iPhone 15 Face ID, Nice Try
Advertising Agency: TBWA\ Media Arts Lab, Singapore
Executive Creative Director Southeast Asia: Dennis Kung
Production Company: HolyMomma, Shanghai, China
Director of Photography: Oscar Faura
Directed by widely acclaimed writer and filmmaker Max Sherman, from Toronto, Canada, TBWA\ Media Arts Lab advertising agency’s ‘Relax, it’s iPhone’ commercial for Malaysia, highlights how Apple iPhone 15’s face identification technology keeps private information securely private, even from family members, loved ones, and ‘nosy’, over protective elders, gathered around a dinner table for ‘Hari Raya’ (grand day of rejoicing), in 2024.
The soundtrack features South African rapper, singer-songwriter from Cape Town, Dope Saint Jude’s stirring song, titled”Era”.
Footnote
The festival of breaking the fast, “Eid al-Fitr” in Arabic, is known in Singapore as Hari Raya Aidilfitri or Hari Raya Puasa, It is a celebratory occasion following a month of fasting, which is known as Ramadan.
2. Apple iPhone Privacy, The Flock
Advertising Agency: TBWA\Media Arts Lab, Los Angeles, California, USA
Global Chief Creative Officer: Brent Anderson
Creative Director Team: Felix Karlsson, and Tobias Lindborg
Associate Creative Director and Copywriter: Dan Litzow
Production Company: Smuggler, Los Angeles, California, USA
Director of Photography: Jan Velicky
Post Production and VFX Studios: House of Parliament, Los Angeles, California, USA
Special Effects, Creature Creation, and Animatronics Studios: Legacy FX, San Fernando, California, USA
Editing Studios: Rock Paper Scissors, Santa Monica, California, USA
Sound Design and Music Studios: Barking Owl, Los Angeles, California, USA
TBWA\Media Arts Lab Los Angeles agency’s latest iPhone privacy film-scenario, features bird and bat-like surveillance cameras that go after people’s browsing data before Safari’s privacy protection comes to the rescue to ‘flock the flock’.
The meticulously planned and crafted special effects of the cinematic spy-like thriller, that included sound designer, Gus Coven visiting junk-yards throughout Los Angeles in search of different metallic sounds for creating birds ‘noises’ and bat squeaks, was masterly structured by renowned filmmaker and director, Ivan Zacharias, and Academy Award-winning film-editor, Mikkel E. G. Nielsen.
3. Apple iPhone Privacy, The Waiting Room
Advertising Agency: TBWA\Media Arts Lab, Los Angeles, California, USA
Global Chief Creative Officer: Brent Anderson
Executive Creative Director: Greg Greenberg
Creative Directors: Evan Schiller, Lindsay Cecero, and Pilar Peace
Associate Creative Directors: Tom Corcoran, and Yoshie Hozumi
Senior Art Director: Joaquin Sabarots
Senior Copywriter: Diana Perez
Agency Producer: Syd Ames
Production Company: MJZ, Los Angeles, California, USA
Director of Photography: Masanobu Takayanagi
Post Production Studios: Trafic, Sydney, Australia
Directed by renowned Australian filmmaker Craig Gillespie, known for his distinctive blend of humour and emotional depth in both feature films and brand commercials, TBWA\Media Arts Lab advertising agency’s, waiting room film-scenario, featuring a ‘voice-over’ narration by actor and comedian Jane Lynch, highlights how the iPhone Health-App protects users’ data, in Apple’s ongoing privacy campaign, the tackles the often-difficult conversations around personal health confidentiality.
4. Apple iPhone Privacy, Tracked
Advertising Agency: TBWA/Media Arts Lab, Los Angeles, California, USA
Global Chief Creative Officer: Brent Anderson
Production Company: MJZ, Los Angeles, California, USA
Producer: Laurie Boccaccio
Director of Photography: Jess Hall
Production Designer: Jacqueline Abrahams
Following the release of iPhone’s iOS, App-Tracking Transparency, Apple in July 2022, joined forces with telecommunication company T‑Mobile, to make wireless-IT easily available for small businesses, with iPhone 13’s new lines of business essentials.
Directed by filmmaker Rupert Sanders, the metaphoric scenario, of skilfully dramatised humour, stars British writer, musician, and actor, Eric Stroud, as Felix.
Largely filmed on location in Prague, Rybná, and Staré Město, Czechia, the engaging commercial features a soundtrack, of British post-punk band from Leeds, Delta Five’s 1979 song release, “Mind Your Own Business”.
5. Apple iPhone, Data Auction
Advertising Agency: TBWA/Media Arts Lab, Los Angeles, California, USA
Executive Creative Directors: Greg Greenberg and Lucia Orlandi
Creative Directors: Matt Paterno, and Pilar Peace
Associate Creative Directors: Lindsay Cecero, Parker Adame, and Will Decher
Art Director and Copywriter: Cam Tribe
Production Company: Smuggler, Los Angeles, California, USA
Directed by esteemed filmmaker Ivan Zacharias, the scenario of Ellie discovering that her personal data is being auctioned off, highlights Apple’s highly laudable App-Tracking Transparency, and Mail Privacy Protection features, in a cinematic commercial that is simultaneously amusing, and disturbing.
A recently published report by The Irish Council for Civil Liberties (ICCL), on real-time bidding, the process brokers and advertisers use, to track you and sell your data, reveals that in the USA for example, “a person has their online activity and location exposed 747 times every day”.
And that every year, the location, and online behaviour data of internet users in the USA, are “tracked and shared 107 trillion times”.
6. Apple iPhone X, Unlock With a Look
Advertising Agency: Apple Cupertino, California, USA
Creative Directors: Sam Oliver, and Carl Broadhurst
Production Company: Furlined, Los Angeles, California, USA
Director of Photography: Joost Van Gelder
Post Production and VFX Studios: MPC, Los Angeles, California, USA
Sound Design and Music Studios: Factory, London, UK
Sound Engineer: Anthony Moore
Starring celebrated stage and screen actress Caroline Stella, Apple’s 2018, iPhone X commercial, directed by renowned filmmaker Dougal Wilson, depicts an impressively produced dramatisation of ‘unlocking’ chain-reactions, caused by a mere look of iPhone X’s empowering facial recognition safety feature.
The reverberating soundtrack song “Bang Bang”, is by British jungle-house and hip hop music producer, DJ and vocalist, Pete Cannon.