Apple’s new campaign proves the internet really won’t leave you alone

Apple has unveiled its latest global privacy campaign, continuing its long-running effort to champion user data protection and reinforce its belief that privacy is a fundamental human right.

The campaign, titled "Clingers" and created in collaboration with TBWA\Media Arts Lab, shines a spotlight on Safari's privacy features through a creative depiction of the online tracking ecosystem that follows consumers across the web.

At the heart of the campaign is a hero film that brings online data trackers to life as unsettling "clingers" dressed in chrome-coloured tracksuits. The characters physically latch onto people as they browse the internet, following them through increasingly awkward situations until Safari intervenes and blocks them.

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According to Apple, the campaign aims to illustrate how data trackers often follow consumers online without their knowledge or consent. Safari is designed to help prevent unwanted cross-site tracking while ensuring websites continue to function as expected.

The effort also extends into digital media through a companion execution titled "Tracker invasion". The campaign places the "clingers" directly within digital advertising units, appearing to watch users as they browse before being blocked by Safari.

Apple highlighted several Safari privacy features within the campaign, including Intelligent Tracking Prevention and Fingerprint Defense. Intelligent Tracking Prevention uses on-device machine learning to help block cross-site tracking, while Fingerprint Defense is designed to make devices appear more similar to trackers, making it harder to identify individual users.

Both features are enabled by default, requiring no changes to settings for users to benefit from the protections.

The campaign will roll out globally from 3 June across broadcast, out-of-home, digital display, social media, cinema, YouTube and Apple's owned platforms.

"Clingers" marks the latest chapter in Apple's "Privacy. That's iPhone" brand platform, which first launched with a billboard campaign at CES in 2019. Since then, the platform has evolved through multiple campaigns including "Tracked", "Waiting room" and "Flock", all centred on Apple's privacy positioning.

Beyond privacy, Apple has also continued to spotlight inclusivity through its marketing efforts. Last year, the tech giant launched "Designed for every student", an accessibility-focused campaign created with TBWA\Media Arts Lab to mark International Day of Persons with Disabilities.

The short film showcased how students with disabilities use Apple's built-in accessibility features to navigate campus life, reinforcing the company's broader focus on designing products for diverse user needs.

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