Apple on Thursday posted a new iPhone ad to its YouTube channel called ‘Private Side.’ It’s a fairly humorous clip that highlights a number of real-life situations where people would want their privacy, pointing out that if privacy matters in your life, it should matter to the phone your life is on.

Here’s the ad:

And here’s the blurb from the description:

Your privacy matters. From encrypting your iMessage conversations, or not keeping a history of your routes in Maps, to limiting tracking across sites with Safari. iPhone is designed to protect your information.

We’d love to hear what you think of Apple’s new spot down in the comments.