Apple’s advert is a disturbing story about privacy: “Flock”
The TBWA\Media Arts Lab agency was in charge of the advertising campaign
Apple’s commercial is a disturbing tale reminiscent of Hitchcock’s famous film “The Birds”
Privacy is a key issue in Apple’s corporate policy. From time to time, it launches advertising campaigns aimed at raising consumer awareness about the dangers of using other devices where private information can be stolen.
Privacy is a key issue in Apple’s corporate policy. From time to time, it launches advertising campaigns aimed at raising consumer awareness about the dangers of using other devices where private information can be stolen.
“Flock” is the title of Apple’s commercial that emphasizes the privacy of its devices. It was created by the agency TBWA\Media Arts Lab, directed by Ivan Zacharias and edited by Oscar-winner Mikkel E.G. Nielsen. Sound designer Gus Coven also participated, visiting junkyards around the city in search of different metallic sounds to bring the birds’ movements to life.
The piece portrays the horrors of online data surveillance as if it were a horror-thriller in the style of Alfred Hitchcock’s “The Birds.” In it, we see a series of mechanical “birds” spying on users’ phones. On the street, in the office, in the elevator or on a trip. Each moment is unique for other companies to track and commercialize your data. All are represented by very well-made mechanical birds: Pigeons, owls, bats and other species are the protagonists of the disturbing story.
Apple’s commercial highlights privacy on its devices and, in this case, the security of its browser: Safari. This campaign once again emphasizes this advantage of the Cupertino brand over its competitors.
Watch | YouTube
