Apple Withdraws Controversial Ad Amid Backlash in Thailand
Recently, Apple decided to retract its latest installment from the series The Underdogs: OOO (Out of Office), which is set in Thailand. The company faced significant backlash due to allegations regarding clichéd depictions of both the country and its inhabitants throughout certain segments of the film.
According to a report by Bangkok Post, Apple has issued a formal apology acknowledging the discontent caused by this fifth film in their Underdogs series. This advertisement features an ensemble cast of travel-weary office workers attempting to navigate various global locales with the assistance of Apple’s technology.
Stereotypical Portrayals Spark Outrage
A number of viewers expressed their disappointment with the ad’s creative choices, particularly criticizing its sepia-toned visuals that suggested an outdated and less developed image of Thailand. Additionally, some pointed out that elements such as costuming and set design—particularly in airport scenes—reflected antiquated representations of Thai culture and society.
The spokesman for the tourism committee within the Thai House of Representatives, Sattra Sripan, has advocated for a boycott against Apple products in response to these portrayals. “The sentiments among Thai citizens regarding this advertisement are overwhelmingly negative,” Sripan stated. “I urge my fellow countrymen to cease using Apple products and consider alternative brands.”
Apology and Future Considerations
In light of escalating criticism, Apple promptly removed the ad from YouTube following their public apology directed at Thailand’s populace. Lawmakers have issued invitations for representatives from Apple to engage in discussions aimed at addressing concerns related to how Thai culture is represented on screen.
“Our goal was always meant to honor Thailand’s rich culture and hopeful spirit,” read Apple’s statement addressing their missteps. “We regret not fully reflecting today’s dynamic vibrancy found within this beautiful nation.”
A Pattern Emerges: Previous Missteps Noted
This incident marks Apple’s second public apology over a commercial within just one year. Earlier, they acknowledged that an advertisement promoting their new ultra-slim iPad Pro did not resonate well with audiences—a sentiment echoed during an interview with AdAge . In that commercial, a massive pneumatic press crushes various objects symbolizing creative expression such as musical instruments, painting supplies, arcade machines, and photography gear before revealing an unscathed iPad underneath while proclaiming it as “the most powerful yet thinnest iPad ever.”
This portrayal led many artists—musicians included—to perceive an underlying implication suggesting generative AI might eclipse human creativity altogether. Although Apple opted not to broadcast this contentious ad on television anymore, it remains accessible on YouTube but now features comments disabled.
This article was originally published by Engadget.
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