Apple, Inc. has released a statement apologizing to the people of Thailand for an advertising video that was extensively criticised for its outdated and stereotypical portrayal of Thai people. A number of individuals in Thailand have called for a boycott of Apple products.

About two weeks after its initial broadcast, the Apple UK YouTube channel removed the contentious short film, The Underdogs: OOO (Out Of Office).

“We were collaborating with a Thai company to produce a film that was shot in Thailand for the advertisement The Underdogs: OOO (Out Of Office).” Apple Thailand stated in an apology statement.

“Our objective was to demonstrate the culture and positive outlook of the Thai people.” We regret that the commercial did not accurately represent Thailand or its people in the current state.

Uploaded to the official Apple UK YouTube channel, the film is the fifth installment in Apple’s “At Work” series. The nearly 10-minute film depicts the journey of four employees to Thailand in search of a factory that can supply half a million crates to satisfy their company’s requirements. It also highlights the innovative features of Apple’s products that assist them in overcoming a variety of obstacles.

Thai netizens converged on social media platforms to express their dissatisfaction with Apple’s implementation of a sepia filter, contending that it portrayed Thailand as underdeveloped. Other individuals expressed their dissatisfaction with the outdated depictions of the airport, transportation, attire, and accommodations.

Clip from Apple – The Underdogs: OOO (Out Of Office)

Apple’s Underdogs are back, and Glassworks is proud to have handled the VFX and post once again! 🌟

The brilliant 10-minute film showcases Apple products in action as the Underdogs embark on an unforgettable business trip to Thailand, finding a new packaging factory, solving last-minute design changes, creating prototypes, breaking down language barriers, and much more.

Watch the full film:
https://glassworksvfx.com/works/apple-the-underdogs-ooo-out-of-office

Posted by Glassworks on Friday, July 26, 2024

The US technology behemoth previously declared that the message it intended to convey may not be consistent with public perceptions.

The protagonists travelled in a Tuk-Tuk, interacted with eccentric locals, and lodged in a dilapidated hotel in Bangkok during the film’s production in Rayong and Bangkok.

The country was, however, grossly misrepresented as underdeveloped and antiquated by Thai social media influencers and internet users.

“We apologise for not fully capturing the vibrancy of Thailand today; our intention was to celebrate the country’s optimism and culture,” Apple stated in a statement on Friday.

As the government endeavours to enhance the nation’s status and reputation as a global tourist destination, the backlash occurred, as the industry is a critical factor in driving economic growth.

Sattra Sripan, the spokesman for the House of Representatives committee on tourism, has announced that lawmakers intend to invite representatives from Apple and state agencies to engage in a conversation regarding the issue.

He issued a statement on Thursday that expressed the profound dissatisfaction of the Thai people with the advertisement. “I urge Thai individuals to discontinue their use of Apple products and transition to alternative brands.”

Prime Minister Srettha Thavisin, on the other hand, announced that he had viewed portions of the film and preferred to concentrate on its more optimistic aspects. He has been actively soliciting foreign investments from US companies, such as Apple.

“Let us consider the positive aspects.” He informed reporters earlier on Friday that Apple has demonstrated a genuine desire to conduct business in Thailand.