Apple apologized to Thailand and removed a scandalous commercial that drew criticism.
Apple has apologized to Thailand for its “The Underdogs: Out Of Office (OOO)” commercial, which was widely criticized for its outdated and stereotypical portrayal of the kingdom. Some users even called for a boycott of the company’s products. The controversial short film was removed from Apple UK’s official YouTube channel on Friday, about two weeks after it was first uploaded.
In a statement, Apple Thailand said that they worked closely with a Thai company to produce the movie set in the kingdom, intending to show the country’s culture and good perspective. The company apologized for the advertisement not reflecting Thailand as it does today.
The nearly 10-minute film, the fifth installment of Apple’s “At Work” series, features four employees traveling around Thailand in search of a factory that can supply half a million boxes for their company’s needs. At the same time, the video shows the innovative features of Apple products that help them deal with various problems.
Online users criticized using a sepia filter, claiming it makes the country look underdeveloped. Others noted outdated airport images, transportation, clothing, and housing. Apple representatives said public perception may not match the brand’s intended message.
In the movie, shot in Bangkok and Rayong, the main characters ride a tuk-tuk, interact with eccentric locals, and stay in a dilapidated hotel in Bangkok. However, social media influencers and internet users said the country was grossly portrayed as backward and outdated.
The adverse reaction came when the government sought to further boost the country’s status and image as a global tourist destination, with the vital industry a key driver of economic growth.
House of Representatives tourism committee members plan to invite Apple and government officials to discuss the issue. For his part, Thai Prime Minister Srettha Thavisin said he had seen parts of the movie and would prefer to focus on the more positive side, noting Apple’s real intention to do business in Thailand.
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