Apple recently pulled its latest short film in the “The Underdogs: OOO (Out of Office)” series set in Thailand due to complaints about stereotypical portrayals of the country and its people.
The decision came after criticism over the film’s depiction of Thailand using a sepia filter, outdated costuming, and scenery choices that painted the nation as underdeveloped. The tech giant responded to the backlash by issuing an apology and removing the film from YouTube.
The Bangkok Post reported that Apple apologized to the Thai people for the portrayal in the fifth film of the Underdogs series, which follows a group of office workers using Apple products to navigate their travels. Critics highlighted the misrepresentation of Thailand’s citizens and culture, particularly in an airport scene. This sparked a wave of negative comments from viewers who felt the portrayal was inaccurate and outdated.
Apple Pulls “The Underdogs” Film Amid Controversy Over Thai Stereotypes
Sattra Sripan, a spokesman for the Thai House of Representatives’ committee on tourism, called for a boycott of Apple products in response to the ad. Sripan stated that Thai people were deeply unhappy with the advertisement and encouraged them to switch to other brands. The controversy prompted lawmakers to invite Apple representatives to discuss the portrayal of Thailand in the film.
Apple quickly issued an apology, expressing their intent to celebrate Thailand’s culture and acknowledging their failure to capture the country’s vibrancy. The statement underlined Apple’s regret for the misrepresentation and their commitment to addressing the issue. The apology aimed to mitigate the backlash and demonstrate the company’s sensitivity to cultural representations.
This incident marks the second time in the year that Apple had to apologize for a commercial. In May, Apple faced criticism for an ad promoting the thinness of the new iPad Pro, which showed a giant pneumatic press crushing various creative tools, implying that generative AI could replace human creativity.
The ad offended many artists and creators, leading Apple to pull it from TV, although it remains on YouTube with comments disabled. This series of apologies underscores Apple’s ongoing challenges in aligning their marketing strategies with audience sensitivities.
