Apple has launched a new ad campaign, aimed at reinforcing the idea that privacy is a big priority for the tech giant.

Entitled “Privacy. That’s iPhone,” the campaign debuted earlier this week with a spot that takes a fun jab at the steps that people take in day-to-day life to protect privacy, like stopping conversations when people are near, rolling up windows, drawing curtains, locking doors, using “keep out”signs, using paper shredders to destroy certain files, and more. At the end of the commercial, the tagline “If privacy matters in your life, it should matter to the phone your life is on” flashes across the screen.

In October 2018, Apple debuted a new privacy portal, allowing users the ability to download all of the information Apple retains about you. Earlier this year, in January, the tech giant installed a massive billboard at CES 2019, declaring “What happens on your iPhone, stays on your iPhone”.