Created by West BBDO, this is WhatsApp’s biggest marketing campaign to date. Directed by Mark Molow and shot in Mexico City and Sydney, viewers are taken inside WhatsApp's perspective to illustrate the privacy promise.

The spot, running in the U.S., U.K. Brazil, Mexico and India, centers on everyday messages that are often deeply personal.  Thanks to end-to-end encryption, they’re completely private.

The 60-second spot runs across TV, online video, digital, OOH and audio.

Matt Miller, CEO-CCO of West BBDO, said: "We wanted to capture the beauty in the everyday chaos of messaging — the weird voice notes, the emotional late-night texts, the stuff you only share because you know it’s private. That’s the power of WhatsApp, and that’s what this campaign is all about: trust, intimacy, and total freedom to be yourself."

The campaign follows WhatsApp’s Advanced Chat Privacy feature, which limits how others in a chat can use the content. 

West BBDO's client work includes AT&T, Getty, Thinx and WaterWipes.