Apple’s analytical auction house
The technology company’s new spot brings to life an imagined version of a data selling reality.
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“It’s not creepy, it’s commerce!” exclaims the auctioneer in SMUGGLER’s new film, Data Auction, directed by Ivan Zachariáš for Apple, which acts as an over exaggeration of the truth behind data selling.
Promoting the data protection that Apple provides through its technology, the film shows the auctioneering of locations and contacts, as well as other personal assets, showing a frightening reality behind what happens to our data without us even knowing.
Using fantastical costumes and an intricate set, the campaign is a comic and disturbing reminder of the asset that is personal data.