Campaign reported Apple pulled an advertisement that was criticized for its “outdated and stereotypical” depiction of Thailand.
Interestingly enough, numerous sources indicate Apple has been producing devices in Thailand, so the technology company should’ve known better.
Guess Apple thought it was still 1984…?
Apple pulls ad following criticism for ‘outdated and stereotypical’ portrayal of Thailand
By Marianne Calnan and Shawn Lim
‘The underdogs: OOO (out of office)’ received backlash from advertising experts and on social media.
Apple has pulled an ad set in Thailand after it faced criticism from adland and on social media for its portrayal of the nation.
“The underdogs: OOO (out of office)”, which Campaign understands was created in-house and not by TBWA\Media Arts Lab, showed four characters, known as the underdogs, tackling workplace crises with Apple devices and software.
The film has now been made private on Apple’s YouTube channel, alongside the other four spots in the brand’s “Apple at work” series, which launched in 2019.
The latest ad portrayed the characters embarking on a work trip to Thailand, racing against the clock to find a packaging factory that can produce a million custom boxes for their demanding boss and client. They are also seen riding in a tuk-tuk, engaging with locals and staying in a dilapidated hotel in Bangkok.
The 10-minute ad was shared on Apple’s social media platforms.
Apple said it meant no offence and had collaborated with a local production company on the film. “Our intent was to celebrate the country’s optimism and culture, and we apologise for not fully capturing the vibrancy of Thailand today,” Apple said in a statement. “The film is no longer being aired.”
Campaign has contacted the tech brand for further comment.
Despite the backlash, Thailand’s prime minister, Srettha Thavisin, warmly received the ad, and the video had garnered more than six million views before being pulled down by Apple today (2 August).
Speaking to Campaign US, Jeremy Chia, co-founder, chief executive and chief creative officer at Goodstuph Thailand, said Apple’s “The underdogs” series has always had an element of exaggeration. He noted that it was unfortunate that it chose to exaggerate aspects of Thailand this time.
Chia said: “Does it make the country feel backward? Yes. Was the ad doing it for a comedic effect? Also, yes. Advertising in Thailand thrives on not taking itself too seriously, but the sentiment seems that it wasn’t the place for Apple to do it. It’s the old adage – only we have the right to laugh about ourselves, so don’t you dare do it, international brand. One young Thai colleague I spoke to told me that watching the ad makes the brand feel old, which I thought was interesting.”
Jan Harling, chief executive of Virtus Asia, said that while some of the elements shown in the film do exist, it fails to portray modern Thailand accurately, relying on outdated and inaccurate stereotypes. He noted that the work “fuels inaccurate perceptions” about the country, as many viewers may not recognise it as a parody.
Harling added: “The ad’s simplistic image does not depict the country’s continuous evolution, placing it decades into the past. While Apple may have intended to cater to the stereotypical image many have of Thailand, this approach does a disservice to the country’s recent developments and the evolution of Thailand.”
In May Apple apologised following criticism of its “Crush” ad, which showed creative objects including musical instruments and pots of paint being crushed in a hydraulic press to form an iPad Pro.
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