Apple on Thursday released its first privacy-focused iPhone commercial. This specific’s filled with video snippets of moments in life where people want privacy, like inside bathroom or during one-on-one conversations.

Apple closes This specific with This specific tag line: “If privacy matters in your life, This specific should matter to the phone your life can be on.”

The ad follows a billboard Apple posted at This specific year’s Consumer Electronics Show (CES). There, Apple plastered an advertisement on the side of a hotel that will said “What happens on your iPhone, stays on your iPhone” that has a link to Apple’s privacy website. The ad made a huge splash at the show, where Amazon in addition to Google were revealing fresh products in addition to services.

Apple CEO Tim Cook has long advocated for digital privacy, which he has called a “human right” in addition to a “civil liberty.”

Earlier This specific year, Cook wrote a Time magazine op-ed calling on the U.S. Federal Trade Commission to create a “data-broker” registry where consumers can see who buys in addition to sells their data.

“We cannot lose sight of the most important constituency: individuals trying to win back their right to privacy,” Cook said at the time. “Technology has the potential to keep changing the earth for the better, although This specific will never achieve that will potential without the full faith in addition to confidence of the people who use This specific.”

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