Apple Inc. recently faced backlash and calls for a boycott after releasing a 10-minute advertisement set in Thailand as part of their series “The Underdogs: OOO (Out Of Office).” The film, which follows a group of co-workers as they navigate workplace assignments using Apple products, was online for about two weeks before being taken down. The ad featured the protagonists traveling to Thailand on a low-budget quest to find a new packaging factory, with scenes set in Bangkok and Rayong.
The portrayal of Thailand in the advertisement was criticized by lawmakers, influencers, and citizens who felt that the country was misrepresented as underdeveloped and outdated. The characters were shown riding in a tuk-tuk, engaging with quirky locals, and staying in a dilapidated hotel in Bangkok. Social media users expressed their dissatisfaction with the depiction of Thailand and called for a boycott of Apple products. Apple issued a statement apologizing for any offense caused and stated that their intention was to celebrate the country’s optimism and culture.
The backlash against Apple’s advertisement comes at a time when the Thai government is working to elevate the nation’s status and image as a global tourist destination. Prime Minister Srettha Thavisin has outlined plans to make Thailand an aviation and logistics hub, with a focus on attracting foreign tourists to stimulate the economy. Despite the challenges posed by the pandemic, foreign tourist arrivals in Thailand have exceeded 20 million since the beginning of the year and are projected to reach 36 million by the end of the year.
Apple’s decision to pull the advertisement reflects the company’s acknowledgment of the negative response it received from the Thai community. By working with a local production company on the commercial, Apple had hoped to accurately capture the vibrancy of Thailand but fell short of expectations. The controversy surrounding the ad highlights the importance of cultural sensitivity and accurate representation in advertising campaigns, especially when portraying foreign countries and cultures.
Moving forward, it is crucial for companies like Apple to consider the impact of their advertisements on local communities and to ensure that they are respectful and accurate in their depictions. As Thailand continues to strive for economic growth and international recognition as a tourist destination, it is essential for foreign companies to approach their marketing strategies with cultural sensitivity and awareness. The incident serves as a reminder of the power of advertising to shape perceptions and the responsibility that comes with representing diverse cultures in a respectful and authentic manner.
