Apple recently found itself in hot water over its latest short film commercial, “The Underdogs: OOO (Out of Office),” part of its “Apple at Work” series. Released on July 18, this installment featured the underdog team traveling to Thailand to tackle a workplace crisis using Apple products. However, the depiction of Thailand in the video sparked significant backlash, with Thai residents and officials expressing outrage over the portrayal of their country.
The film, shot entirely in Thailand, showcased the underdog team navigating through Bangkok and Rayong. The characters were seen traveling in tuk-tuks, staying in rundown hotels, and encountering what many Thai viewers felt were outdated and stereotypical representations of their country. The use of a sepia tone and focus on dilapidated architecture further fueled the criticism, as it made Thailand appear “low-tech and underdeveloped,” according to social media commentators and news outlets.
In response to the backlash, Apple issued an apology and removed the video from its YouTube channel. The company stated that its intention was to celebrate Thailand’s culture and optimism but acknowledged that it had failed to capture the country’s modern vibrancy. This incident marks the second time this year that Apple has had to retract an ad following public outcry. Earlier, the company pulled an iPad Pro ad that depicted a hydraulic press crushing various creative tools, which was deemed insensitive by the creative community.
The controversy over “The Underdogs: OOO” was not limited to social media. Thai lawmakers also weighed in, with Sattra Sripan, a spokesperson for the Thai House of Representatives Committee on Tourism, calling for a boycott of Apple products. He announced plans to invite Apple representatives and state agencies to discuss the ad’s impact on Thailand’s image. Prime Minister Srettha Thavisin, while recognizing the criticism, also saw the potential for positive engagement, emphasizing Apple’s intention to do business in Thailand.
Despite the negative reception, some locals and government officials saw a silver lining. Indochina Productions, the Thai-based studio involved in the ad, highlighted the collaboration as a positive step for Thai soft power on the global stage. However, the prevailing sentiment among Thai residents was one of disappointment and frustration over the misrepresentation of their country.
