Apple sparks controversy in Thailand over ‘outdated’ presentation in promotional video

A recent Apple promotional video set in Thailand has sparked a fierce backlash, with critics claiming it paints an outdated and stereotypical picture of the country. Apple, which has not responded to the backlash, has handicapped the comments section of the video.

What critics say: The 10-minute video, titled “The Underdogs: OOO (Out of Office)” — part of Apple’s “Apple at Work” series — follows four characters who use Apple devices to solve workplace crises during a trip to Thailand. Critics of the ad closed down the use of a sepia filter, old fashioned taxis, dilapidated architecture and an archaic view of Suvarnabhumi Airport. “This looked like Thailand 70 years ago,” said David William, an American TikToker living in the country.
Government support: The promo, which involved local studio Indochina Productions in its creation, was supported by the Thai government. A spokesman for Prime Minister Srettha Thavisin praised the video to promote Thailand’s “soft power” through culture, food and tourist attractions. The government also highlighted the video’s potential to boost the new Destination Thailand Visa initiative, which aims to attract digital nomads.

Apple’s latest short commercial, ‘The Underdogs: OOO (Out Of Office)’, which aims to showcase Apple’s gadgets filmed in Thailand, has drawn criticism from Thais as the commercial depicts Thailand in a low-tech and underdeveloped mood and tone, with warm colours in… photo.twitter.com/yYgAXCDFUd

— Bangkok Post (@BangkokPostNews) July 26, 2024