Apple has apologized and removed its latest ad following criticism for its outdated portrayal of Thailand. The company faced backlash for misrepresenting Thai culture and has responded to public outcry.
Apple is once again in the spotlight for a controversial advertisement, this time facing backlash from Thailand over its latest ad, which has been described as outdated and stereotypical. The 10-minute promotional video, titled “OOO (Out of Office),” is part of Apple’s ongoing “The Underdogs” comedy series, which showcases a group of coworkers using Apple products to solve various workplace issues.
Released in mid-July, the ad features the Underdogs team embarking on a business trip to Thailand. Their mission is to locate a factory capable of producing a million custom boxes. However, the depiction of Thailand, which includes sepia-toned visuals, outdated airport scenes, and traditional forms of transportation, has sparked criticism from Thai citizens, influencers, and lawmakers. They argue that the portrayal fails to reflect Thailand’s modern and vibrant reality.
The backlash has been significant, with prominent voices like Thai lawmaker Sattra Sripan urging citizens to consider switching to other brands due to their dissatisfaction with the advertisement. In response to the criticism, Apple has issued a formal apology, acknowledging that the ad did not accurately capture the contemporary vibrancy of Thailand. The company stated, “Our intent was to celebrate Thailand’s culture and optimism, but we regret not fully representing its modernity.” The ad has since been removed from all Apple platforms, including YouTube.
The controversy is not the first for Apple in recent times. Earlier this year, the company faced similar backlash over its “Crush” iPad Pro ad, which led to an apology and the ad’s removal from broadcasts. This pattern of controversy highlights the challenges tech giants face in navigating cultural sensitivities in their global marketing efforts.
Despite the uproar, Thailand’s Prime Minister Srettha Thavisin, who had initially supported the ad, remains optimistic. He noted that every situation has multiple perspectives and dismissed concerns that the controversy might impact Apple’s future investments in Thailand or shift consumers toward competing brands like Android.
Apple’s response also noted that they had collaborated with a local production company in Thailand to create the ad. However, the company’s attempt to celebrate Thai culture has evidently missed the mark, leading to the removal of the ad from all official channels.
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