Created with TBWA\Media Arts Lab, the campaign is the latest chapter in Apple’s long-running “Privacy. That’s iPhone” platform to focus on how Safari helps users navigate the web with greater privacy. 

At the heart of the campaign is a short and unsettling hero film that reimagines online trackers as intrusive “clingers” dressed in metallic tracksuits to show how easily internet users are followed across the web without their knowledge.

As the story unfolds, the trackers relentlessly attach themselves to web users until Safari steps in to block them, illustrating the browser’s privacy-focused approach.

The campaign also highlights Safari’s built-in privacy protections, including Intelligent Tracking Prevention and Fingerprint Defense, which help block online trackers and make it harder for advertisers to identify and follow users across the web.

Through the campaign, Apple aims to raise awareness of online privacy at a time when consumer data is increasingly used across the digital advertising ecosystem.

“Clingers” will roll out globally across television, out-of-home, digital display, social media, cinema, YouTube and Apple’s owned platforms from June 3.

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