Subliminal
Yes, Apple understands this emotional marketing very well. And I, personally, feel fooled by it. I feel played like a fiddle, not informed like an adult and valued customer who's capable of making his own, educated decision.
I am not a marketing expert. But in my opinion GrapheneOS' credibility would suffer if their marketing campaign would try to lure me into their OS by triggering emotional responses - much like the creepy dude with the cute kittens in the trunk.
I am in no way related the GrapheneOS Project and, again, I am not a marketing expert, so take this with a grain of salt and as a purely personal opinion, but a credible marketing campaign for a privacy and security focused OS cannot work with foul tricks. I personally think that a facts-based campaign which tries to educate its audience with actual facts is way more believable and trustworthy than watching people telling their story how a smartwatch saved their lives. In my opinion, I cannot trust someone who's trying to manipulate me.