Apple has launched a new global privacy campaign ‘Clingers’, to raise awareness around the value of keeping user data secure and reinforce that privacy is a fundamental human right.
The campaign, via TBWA\Media Arts Lab, aims to highlight how Safari is designed to ensure websites keep working as expected while blocking unwanted cross-site tracking.
Safari also minimizes the amount of data passed to third parties like search engines and provides features including Private Browsing and secure password management to help protect privacy.
‘Clingers’ is a hero film that brings online data trackers to life as “clingers” dressed in chrome-coloured tracksuits who physically latch onto people everywhere they browse. The trackers follow non-Apple users in increasingly absurd and uncomfortable ways until Safari blocks them.
A companion digital execution, ‘Tracker Invasion,’ was created to extend the idea into the online experience itself. It was designed to make people think about browsing privacy while actively navigating the internet. The clingers appear across digital environments watching users browse from inside the digital media units, before Safari blocks them into oblivion.
‘Clingers’ will roll out globally across broadcast, OOH, digital display, social, cinema, YouTube, and Apple.com beginning June 3, 2026.
The campaign is the latest chapter in Apple’s long-running ‘Privacy. That’s iPhone’ platform, which debuted in 2019.
Credits:
Agency: TBWA\Media Arts Lab
Director: Ivan Zacharias
Production Company: Smuggler
Post-Production Company: House of Parliament / Trafik
Editing: Work Editorial
Director of Photography: Jan Velicky
Music: Model Citizen
