China – Apple China, in collaboration with TBWA\Media Arts Lab Shanghai, has launched a new privacy campaign bringing back comedian Yue Yun Peng for a second consecutive year to illustrate iPhone’s privacy features through everyday situations.
The campaign builds on last year’s “Let’s Talk Privacy” series with three comedic films — ‘Tiger’s Oil’, ‘Garbage Day’, and ‘Lock Master’ — again directed by Zhang Da Peng and headlined by Yue.
In each spot, Yue is placed in familiar scenarios that highlight common privacy concerns, with the iPhone’s built-in tools offered as solutions. In Tiger’s Oil, a child inadvertently reveals an embarrassing chat exchange after accessing Yue’s phone. An Apple specialist character guides Yue on how to use Face ID to lock or hide apps to prevent similar incidents.
Garbage Day sees Yue chasing down a recycling bike after misplacing a notebook filled with passwords. The scene transitions to a demonstration of the iPhone’s Passwords app, which uses Face ID to manage credentials securely in one place.
In the final spot, Lock Master, Yue explores how Face ID can be used not only to unlock the device but also to secure individual apps, with biometric authentication highlighted as a key feature.
Beyond the main videos, the campaign includes supplementary social content that offers practical privacy advice, along with behind-the-scenes clips featuring light-hearted exchanges between Yue and director Zhang. Yue also appears for the first time on Apple’s privacy-themed billboards in China, offering a more visible and personable face to the campaign.
The rollout, timed with the 618 Shopping Festival, comes as data privacy becomes a growing focus among tech brands in China. While several companies are building up their privacy credentials, Apple’s campaign underscores its continued emphasis on integrating user-friendly privacy tools into its devices.
