Apple has pulled its new Apple at Work Film, 'The Underdogs: OOO (Out Of Office),' following a backlash from Thai lawmakers, influencers, and citizens, reports Bloomberg.
The ten minute film was a followup to the original 'The Underdogs' film from 2019 and the more recent 'The Underdogs: Swiped Mac'. It's set in Thailand and features a group of coworkers travelling to the country on a low-budget quest to find a new packaging factory.
The advertisement was criticized on social media for its portrayal of Thailand's infrastructure and safety standards, which many felt damaged Thailand's reputation, particularly in the tourism sector.
Thailand's Tourism Committee said it would summon Apple for a hearing on the matter next week.
Sastra Sripan, MP for Songkhla and spokesperson for the committee, expressed concerns over the ad's negative portrayal of Thailand, depicting it as outdated and unsafe. This portrayal contradicts the government's efforts to promote the country's image through Soft Power initiatives. The committee plans to invite officials from relevant agencies, including the Ministry of Tourism and Sports, the Tourism Authority of Thailand, and Apple Thailand's managing director, to address these concerns. The MP also mentioned that continued dissatisfaction could lead to a call for boycotting Apple products in favor of other brands.
"Thai people are deeply unhappy with the advertisement," Sripan said. "I encourage Thai people to stop using Apple products and change to other brands."
Responding to the criticism Apple said it did not intend to offend and had collaborated with a local production company on the commercial.
"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 in a statement on Friday. "The film is no longer being aired."
Prime Minister Srettha Thavisin said he had seen some parts of the ad but would rather focus on the more positive side.
"Let's look at the positive side. Apple has shown a real intention to do business in Thailand," he told reporters on Friday.
Take a look at the ad below...
The ten minute film was a followup to the original 'The Underdogs' film from 2019 and the more recent 'The Underdogs: Swiped Mac'. It's set in Thailand and features a group of coworkers travelling to the country on a low-budget quest to find a new packaging factory.
The advertisement was criticized on social media for its portrayal of Thailand's infrastructure and safety standards, which many felt damaged Thailand's reputation, particularly in the tourism sector.
Thailand's Tourism Committee said it would summon Apple for a hearing on the matter next week.
Sastra Sripan, MP for Songkhla and spokesperson for the committee, expressed concerns over the ad's negative portrayal of Thailand, depicting it as outdated and unsafe. This portrayal contradicts the government's efforts to promote the country's image through Soft Power initiatives. The committee plans to invite officials from relevant agencies, including the Ministry of Tourism and Sports, the Tourism Authority of Thailand, and Apple Thailand's managing director, to address these concerns. The MP also mentioned that continued dissatisfaction could lead to a call for boycotting Apple products in favor of other brands.
"Thai people are deeply unhappy with the advertisement," Sripan said. "I encourage Thai people to stop using Apple products and change to other brands."
Responding to the criticism Apple said it did not intend to offend and had collaborated with a local production company on the commercial.
"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 in a statement on Friday. "The film is no longer being aired."
Prime Minister Srettha Thavisin said he had seen some parts of the ad but would rather focus on the more positive side.
"Let's look at the positive side. Apple has shown a real intention to do business in Thailand," he told reporters on Friday.
Take a look at the ad below...