In a new ad pitching privacy on the iPhone, Apple has created a subtle yet effective one-minute spot that puts the viewer literally face-to-face with the pitch.
The ad shows a woman laughing while receiving messages on her iPhone. Aside from a brief pause where she seems disturbed, she laughs it up the entire spot – though we never know exactly what it is she is viewing
The camera eventually pans back revealing that she is in a salon with the tagline reading: “iMessage encrypts your conversations. Because not everyone needs to be in on the joke.”