Apple has unveiled an ad showcasing the ever-present nature of online data trackers. The film aims to spotlight how Apple's browser, Safari, can protect people from such trackers while online with its privacy features.The 65-second film, set to Zero8’s track Hårga-Låten, opens with a man sitting in a library, using his phone to read about hair thinning, while a figure dressed in a silver chrome outfit is sitting on his shoulders. A woman nearby asks him: “Who’s that?” to which he responds: “Online data tracker. Follows me everywhere I browse.”The next scenes show the "data trackers" following people during their daily tasks and in every situation, such as a man walking his dogs, a woman having a meal, or a couple on a camping trip, who are disrupted by a tracker sharing the tent with them to watch funny videos. While a man sits in a waiting room with two trackers on his shoulder, a woman turns to the trio and touches the silver outfit, announcing it is “chrome”. As people walk around while tailed by these figures, who are always watching from behind, the text on-screen reads: “Keep data trackers off your back.”The final scene shows the first woman from the library taking her phone out and opening Safari, which makes the trackers around her evaporate. It ends with the line: “Safari. A browser that’s actually private.”Safari’s privacy features include blocking third party cookies, intelligent tracking prevention, which identifies trackers and hides IP addresses, anti-fingerprinting and a private browsing mode, among others.Apple’s most recent ads include “I’m not remarkable”, created in-house and released in December 2025, which marked the 40th anniversary of accessibility at Apple. For Christmas last year, the tech company released a musical festive spot featuring nine puppets who capture their friendship on an iPhone 17 Pro. In London, Apple also projected iPad Christmas tree drawings onto Battersea Power Station. Both campaigns were created by TBWA\Media Arts Lab.In October 2025, Apple also launched its global brand paltform "Great ideas start on Mac” by TBWA\Media Arts Lab, positioning its Mac devices as an outlet for inspiration. This story first appeared on Campaign UK.