BANGKOK — A new advertisement by Apple, titled “The Underdogs: OOO (Out Of Office) | Apple at Work,” has sparked considerable backlash among Thai netizens, who feel that the portrayal of Thailand is outdated and discriminatory. The 9.57-minute ad, which was filmed in Thailand, showcases various elements of Thai culture, including food, clothing, and public transportation. However, many viewers are expressing their discontent with how the country is depicted.
The advertisement features a narrative where a team from Apple travels to Thailand to enhance their business operations, utilizing products like the Mac, iPhone, iPad, and Apple Vision Pro. According to Apple, the ad aims to highlight the challenges and triumphs of the team as they navigate through the local landscape to find a packaging factory, address last-minute design changes, and overcome language barriers.
Despite the intention of showcasing Thailand as a business destination, the ad has been criticized for its aesthetic choices. Viewers have pointed out that the color tones used in the advertisement give it an old-fashioned look, making it appear as though it was set in a bygone era. Key locations, including the airport and hotels, are depicted in a manner that some claim resembles Thailand from 50 years ago, rather than the vibrant, modern country it is today.
David William, an English teacher and influencer who has resided in Thailand for several years, took to TikTok to voice his concerns about the advertisement. With a significant following of 1.6 million on Facebook and 2.9 million on TikTok, his critical video has garnered over 9.7 million views and thousands of comments. In his post, he questions, “Why does Apple make our country look so bad?” highlighting how the portrayal could negatively affect the perception of Thailand on a global scale.
William’s video emphasizes the stark contrast between Apple’s portrayal of Thailand and its representations of other countries, such as the United States. He notes that while the ad showcases a seemingly antiquated version of Thailand, other Apple advertisements filmed in cities like New York and Chicago present a modern and appealing backdrop.
In his critique, William urges Apple to reconsider the way it represents Thailand, stating, “You came all the way to Thailand, but sorry, it doesn’t look like this at all. Watching it, I wondered if this was Thailand 50 or 70 years ago. Why isn’t there any modernity?” He suggests that a simple online search could have provided a more accurate depiction of contemporary Thailand.
Many Thai netizens have echoed William’s sentiments, expressing frustration over the ad’s portrayal. Comments on social media reflect a collective disappointment, with users questioning the decision-making process behind the ad’s production. They argue that the advertisement fails to capture the dynamic and modern aspects of Thai society, instead opting for a narrative that reinforces stereotypes.
As the discussion around the advertisement continues to grow, it raises important questions about representation in media and the responsibility of global brands to portray cultures accurately and respectfully. The backlash against Apple’s ad highlights a broader concern regarding how international companies choose to depict countries and their cultures, especially when those representations can have far-reaching implications.
In an age where social media can amplify voices and opinions rapidly, brands like Apple must navigate the complexities of cultural representation carefully. The disappointment expressed by Thai netizens is a reminder of the importance of authenticity and sensitivity in advertising, particularly when showcasing diverse cultures.
The controversy surrounding Apple’s advertisement serves as a case study in the ongoing dialogue about representation in media. As audiences become increasingly aware of the implications of cultural stereotypes, brands are urged to engage in more thoughtful and informed portrayals of the places they feature in their marketing efforts.
This incident is likely to spark further discussions about how brands can better connect with local cultures while maintaining their global identities. As consumers continue to demand greater accountability from corporations, the expectation for accurate and respectful representation in advertising will only grow stronger.
