Ever since that ad with the girl making her way down the corridors of her school, unlocking everything in her path with just a glance, Apple has slowly incorporated the padlock into their branding.

The newest ad, embedded below, is the latest example of Apple’s ad shift. The shift emphasizes privacy, both in words “Privacy. That’s iPhone.” and in the use of that locking padlock icon that wraps everything up.

Nice branding work.