Apple recently faced backlash for its latest short film in The Underdogs: OOO (Out of Office) series, which was set in Thailand. The tech giant decided to remove the film from its platform following complaints about stereotypical portrayals of Thailand and its people in certain scenes.
According to the Bangkok Post, Apple issued an apology to the people of Thailand after receiving criticism for the fifth film in its Underdogs series. The ad series follows a group of weary office workers using Apple products to navigate the world.
Viewers expressed their dissatisfaction with the film’s use of a sepia filter that seemed to depict Thailand as underdeveloped. Additionally, comments highlighted the outdated representations of Thailand’s citizens in the airport scene, from costuming to scenery choices.
Sattra Sripan, the spokesperson for the Thai House of Representatives’ committee on tourism, went as far as calling for a boycott of Apple products in response to the ad. Sripan emphasized that the Thai people were deeply unhappy with the advertisement and encouraged them to consider other brands.
Following the removal of the controversial ad, Apple issued an apology for not fully capturing the vibrancy of Thailand in the film. The company expressed its original intent to celebrate the country’s optimism and culture but acknowledged falling short in its portrayal.
This incident marks the second time this year that Apple has found itself apologizing for a commercial. In May, the tech giant pulled an ad for its thin iPad Pro after facing criticism for its implications about generative AI replacing human creativity.
Despite promising not to air the ad on television, the commercial can still be found on Apple’s YouTube page with the comments section disabled. Artists, musicians, and other creators took offense to the ad’s message and voiced their concerns about the portrayal of human artistic endeavors.
Overall, Apple’s recent controversies highlight the importance of thoughtful and culturally sensitive advertising practices in a globalized world. As companies continue to create content for diverse audiences, it is crucial to consider the impact of their messaging and imagery on different communities.
