Proton’s playtime paranoia

Developed by Small World and brought to life by BLINKINK’s Zach Tavel, privacy-focused tech superpower Proton has launched this playful spot with an important underlying message about children's digital safety.  

Spotlighting the brand’s privacy-first cloud storage product, Proton Drive, the film takes inspiration from the nostalgia of 90s toy commercials, before revealing the rug pull that this isn’t an ad for any ordinary toy. Nimbo is actually a dark cloud that represents all of the nefarious ways big tech misuses people’s data when stored with them.

Zach Tavel, Director at Blinkink had this to say about the spot: ‘We needed to tow a fine line in a number of ways with this piece - playing with nostalgia to discuss a distinctly contemporary topic, juxtaposing a bright and sunny atmosphere with an incredibly dark subject, and most crucially, showcasing Proton's very real offering via a very satirical metaphor.  

To thread the needle accordingly, we developed a surreal tone that nodded at 90s toy commercials from a modern point of view, via mood, aesthetic, and techniques. The result is, ideally, a fun little fever dream about protecting your family photos via Proton.”