Apple shows its Private Side

No-one likes to be interrupted when they're having a private moment, be it surreptitiously chatting with a friend or colleague, popping on a bit of make up or going for a wee at a urinal.

So forms the truism at the heart of Private Side, the new spot for Apple's iPhone. In a lighthearted montage constructed by Sideways and About Schmidt director Alexander Payne and Media Arts Lab, we see doors slam shut, signs telling us to keep away and people being interrupted in all sorts of awkward situations.

Coupled with the brand's 'What happens on your iPhone stays on your iPhone'-emblazoned billboard at CES, the campaign is at pains to tell us that our secrets are safe in the Apple family.