Apple's 'The Birds'-esque ad highlights privacy concerns

Another thing we got before GTA 6?

A horror film by Apple about evil bird cameras.

2024, you never cease to surprise me with how weird things are getting.

Apple's new campaign highlights Safari’s privacy features, shining a light on the ever-current issue of web tracking, data, and surveillance. Paying homage to the 1963 film The Birds, the two-minute spot features a dystopian depiction of bird-like surveillance cameras.

These 'birds' are chasing and attacking people, trying to observe their browsing data. The flock grows larger with each surveillance camera. And the tracking becomes intense and unnerving, causing a huge and terrifying scene.

That’s until the iPhone users begin using Safari for privacy protection. Only then do the birds begin exploding in the sky, eliminating the threat.

Apple has been on a six-plus year journey to make the world understand why privacy matters.

One of Apple's core values, 'Privacy is a human right,' provokes awareness around the fundamental right to digital privacy. This campaign is Apple's latest attempt to show us that, in a world of constant surveillance, their products can protect you and your privacy.

The ad is a nod to Apple measures that allow users to opt out of third-party app tracking and prevent cross-site tracking in Safari.

Over the last few years, Apple has attempted to stop 'fingerprinting' on its devices. This is something companies use to determine a user’s identity. Apple's privacy features have introduced challenges for marketers, who use this data to target and optimise ads.

This campaign shows how Apple gives power over surveillance back to their users.

In addition to the film, a set of digital ads will appear to 'interrupt' browsers. These will bring the message directly to users scrolling the internet. This is impeccable timing by Apple. The phasing out of third-party cookies has been a hot topic as of late, although just last week Google announced they wouldn’t be moving forward with getting rid of them.

Recently, consumers have become increasingly concerned about their personal data privacy. A study by Forbes in 2023 found that 86% of Americans were more concerned about their privacy and data security than the state of the U.S. economy. This was in light of the 1,802 data breaches in 2022, which affected over 422M individuals.

Consumers don’t believe they have control of their personal data. So Apple continues to position itself as the balm to their fears.

What can we learn from this Alfred Hitchcock-esque campaign?

Know what your audience is thinking. This campaign taps into the growing concern about digital privacy and surveillance. So align your campaigns with current issues that resonate with your target audience. Of course, this makes your messaging more relevant and impactful.

Use storytelling. Apple's homage to The Birds makes this campaign memorable while highlighting the benefits of using their products. Using creative story techniques makes your campaigns more engaging. And this helps your message stand out.

Empower your audience. Apple highlights how they give users control over their data. Focusing on the choices you give your customers fosters trust and loyalty with your brand.

-Sophie, Writer