Apple China’s iPhone privacy campaign has entered its fourth year, continuing the collaboration with renowned Crosstalk comedian Yue Yun Peng.
It was created by TBWA\Media Arts Lab, Shanghai and directed by Zhang Dapeng. The campaign builds on the success of previous instalments by sharpening its focus on app privacy protection, showcasing Apple’s commitment to privacy to life, and how it gives users a level of control over their data that is distinctly iPhone.
The campaign spans a 55-second social film, a 30-second ad, and two 15-second shorts. The 55s and 30s films feature Yue’s signature humour to make a serious subject feel approachable and relatable, while the two 15-second shorts use simple animations to convey how iPhone’s App Permission feature helps provide users with transparency and control over their personal information..
With iPhone App Permissions, users can control exactly what data (such as Location, Contacts, or Photos) and hardware (such as Camera or Microphone) third-party apps can access. They can grant, restrict, or revoke these permissions at any time via Settings.
The central creative idea is that a newly downloaded app takes human form, engaging in playful banter with Yue across a series of everyday life moments.
The app consistently seeks access to Yue’s contacts, location, and more, while Yue remains hesitant. Through this lighthearted dynamic, the campaign communicates a serious topic in a relatable and entertaining way.
An Apple Specialist steps in to show him that iPhone’s App Permission feature puts him in control over what information apps can access, effortlessly.
Beyond the films, the campaign extends across OOH in multiple cities and runs on official social channels including WeChat and Douyin, reaching privacy-conscious consumers where they spend their time.
Now entering its fourth year, the China Privacy campaign reflects Apple’s continued commitment to making privacy protection not just powerful, but simple, so users can worry less and live more freely.
Credits:
Agency: TBWA\Media Arts Lab, Shanghai
Production Company: ProFilms
Director: Zhang Da Peng
Post-Production: Heckler
Sound: Form Studio
Music: Wu Dong Wei
