TBWA\Media Arts Lab - Article by
- Jermaine Dela Cruz
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- Agency: TBWA\Media Arts Lab
- Client: Apple
- Category: Video Design (Commercial Video Design)
- Location: Los Angeles, California, United States
- Project Brief: Create a campaign that communicates Safari’s privacy protections and reinforces Apple’s commitment to user data security.
A commercial about online privacy has to make an invisible problem visible without lecturing. TBWA\Media Arts Lab's "Clingers" for Apple stages cross-site trackers as silver-suited strangers who physically drape themselves on iPhone users in everyday settings.
The wardrobe choice carries the whole metaphor. Chrome metallic jumpsuits read as alien, vaguely industrial and immediately othering, so viewers grasp the threat before any voiceover explains what a tracker actually does.
Performance discipline keeps the gag from collapsing into slapstick. Host characters stare at their phones with deadpan resignation while strangers cling to their shoulders, ride piggyback through the park and lean into museum benches, treating the absurdity as a problem the iPhone has not yet solved.
Setting variety extends the joke across the day. A classroom, a dog park and a gallery in front of a baroque painting all share the same clinger logic, which lets the commercial claim tracking as a constant background condition rather than a one-time event.
