This film highlights Apple’s commitment to, and the absolute need for people’s privacy, by extracting it from the relatable and deeply personal awkwardness we all experience in a doctor’s waiting room. By exposing their most personal privacy through the back and forth dialogue between narrator and characters, we create a fresh, authentic, humorous, verging on horror tone for the piece. The data was exposed by the omnipresent voice of Jane Lynch, directed by an Oscar nominated director and enhanced by the improv abilities of the cast we selected.

Unlike other major tech brands Apple design their products with Privacy in mind. However when other brands began to follow Apple’s marketing by claiming that they valued Privacy we needed to push the conversation somewhere they could not follow. The Health App is secure and Private unlike other wearable tech. So this campaign made the world think about their most private data of all - their health data.

In a doctor’s waiting room an omniscient narrator exposes the health data of unsuspecting victims, who have unknowingly shared private health data through their tech devices. Until she meets her match in the Health app on iPhone which keeps all its owner’s data private.

Re-establish iPhone as the category leader when it comes to privacy.

Open on a waiting room. People are dotted around on seats, avoiding eye contact with one another. A man enters and the voice of the narrator begins to speak.

Narrator: The man with the troublesome hemorrhoid

Hemorrhoid man turns to the woman nearest him.

Hemorrhoid Man: Excuse me?

The woman steps forward.

Hilary: That wasn’t me.

Narrator: Said Hilary, who has only taken 93 steps today.

Hilary’s guilty eyes shift from one person to another around the room.

Hilary: I cycled here.

Narrator: On an E-bike…

Another woman, Mary, laughs.

Narrator: Speaking of cycles, Mary is due to start ovulating tomorrow.

Mary’s face goes from laughing to shocked to curious.

Mary: I am?

Mary grabs a chip from her friends bag of chips.

Narrator: And her friend hasn’t washed his hands since Tuesday.

Mary looks disgusted at her friend.

Narrator: And then there’s bill who’s nervous I'll mention…

Bill: My diarrhea…

Narrator: His chronic night sweats

Bill: My chronic night sweats!

Linda: You sweat more at night than you do in the gym.

Narrator: Which was rich coming from Linda who’s wearing yoga

The whole room laughs.

Linda: I stretch!

Bill: How does they know so much about us?

Narrator: It’s your data, you’ve all been sharing it without realizing. That’s how I know about Kevin’s rash.

We cut to Kevin, then through a series of victims who thought they had got away without being exposed.

Narrator: Halitosis, Bunions! Lice and Ringworm!

Narrator: And who do we have… uh…?

The narrator Is struggling to find health data information to share about this person.

Narrator: err…scuse me…? I can’t quite figure you out. Anyone there?

SUPER: Your health data should be kept private

We see a close up of her finger calmly click the health app icon and the narrator stops dead in their tracks.

SUPER: The health app helps keep it that way

The camera pans around the phone. She raises the iPhone to cover her face, an Apple Watch shimmers on her wrist.

SUPER: Health Privacy. That’s iPhone.

ALT SUPER: Privacy. That’s iPhone

LOGO: Health App Lock transitions to Fruit Lock.