Apple has released a new ad that centers its stance on privacy. The commercial will air during NCAA March Madness in the US.

The 45-second spot, which circles the tagline “Privacy matters,” suggests a string of hilarious everyday situations where people would wish to have their privacy protected, be they to weed out eavesdroppers at restaurants or having ‘Keep Out’ signs installed.

“If privacy matters in your life, it should matter to the phone your life is on,” the commercial declares. It concludes with the line “Privacy. That’s iPhone.”

The ad comes just a few weeks after a FaceTime glitch made headlines. The bug allowed anyone to listen in on calls, and did not place Apple in a good light.

This new campaign reinforces that Apple still prioritizes privacy. In addition to the video, Apple has erected a billboard that reads, “What happens on your iPhone, stays on your iPhone.”

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[via Mac Rumors, opening image via Apple]

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