US tech giant Apple Inc. has pulled its newest advertisement, “The Underdogs: OOO (Out Of Office),” after huge backlash by Thai lawmakers, social media influencers, and ordinary citizens. The 10-minute short film had been up on the internet for about two weeks when criticism arose over how it had allegedly portrayed Thailand, with many perceiving it as offending and very outdated.
The advertisement, part of Apple’s comedic campaign of employees solving workplace frustrations with the use of Apple gadgets, was shot in Bangkok and Rayong. It featured a group of them going on an economy ranger-esque quest to find the new packaging factory, involving scenes riding in a tuk-tuk – the classic three-wheeled Thai taxi — interacting with locals and staying at a slightly rundown hotel in Bangkok.
The critics came out in droves in the social media, saying that this ad was offensive and totally removed from reality in modern-day Thailand. Many of the commenters said that the advertisement represented the country to be underdeveloped, and this told a wrong story of Thailand at a time when the country is struggling to improve its image to the world and attract tourists by touting its booming tourism sector.
Apology from Apple and removal of the advertisement
Facing increasing criticism, Apple issued an apology, saying it had fallen short in capturing Thailand’s modern vibrancy. “Our intent was to celebrate the country’s optimism and culture, and we apologize for not fully capturing the vibrancy of Thailand today,” the company said. Following this, Apple took a call to pull down the commercial from all platforms.
Nevertheless, the fallout from the controversial ad campaign did not go unnoticed by Thai lawmakers. Sattra Sripan, spokesman of the House of Representatives’ tourism committee, announced plans to convene a meeting with representatives from Apple and relevant government agencies. He called on Thai citizens to reconsider purchasing Apple products, vowing there is discontent among the local population.
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Optimism from Prime Minister Srettha
Although there was palpable backlash against Apple’s ad, Prime Minister Srettha seemed to maintain a rather positive outlook on their relationship with Thailand. He urged for focus on the positive side of Apple’s business endeavors in Thailand, saying, “Let’s look at the positive side.” Apple has shown a real intention to do business in Thailand.” With the public uproar, Srettha was still optimistic about potential cooperation that could benefit both parties.
As the dust begins to settle behind this advertising faux pas, one can’t help but reflect on the importance of cultural sensitivity and understanding in global marketing campaigns. With Thailand continuing to position itself as one of the top tourist destinations and economic players for the region eventually. So, a multinational company like Apple should adopt careful consideration and respect in its approach to branding and messaging.