Apple has apologised and withdrawn the latest ad in its "Underdogs" series, following significant backlash in Thailand. The tech giant's fifth instalment, meant to highlight Thai culture positively, instead sparked controversy, prompting the company to halt its distribution.

 

In a statement, Apple expressed regret, acknowledging the ad failed to accurately represent contemporary Thai life. The company had collaborated with a local Thai firm, intending to feature Thailand in a flattering light. Yet, the move backfired, as the portrayal was widely criticised for not aligning with modern Thai society.

 

Initially released on July 18, the ten-minute promotional film, described as a comedy thriller, rapidly garnered attention. By July 28, it had amassed 5.1 million views on YouTube, though the comments section had been disabled due to mounting negative feedback.

 

The ad’s plot revolves around four company employees racing through various locales in Thailand, attempting to meet demanding clients' needs for design and production. One team member in the US utilized Apple Vision Pro to stay connected, while others encountered a series of mini-adventures, highlighting 31 unique features across Apple devices.

 

However, the film’s sepia-toned scenes, likely intended to add a vintage feel, were perceived as an outdated depiction of Thailand, ostensibly portraying the country as it was decades ago. This creative choice led many Thais to question Apple's portrayal, suggesting the ad presented Thailand as an underdeveloped nation.

 

Apple's decision to cease further distribution of the ad and issue an apology aims to address the concerns raised by Thai viewers. The incident underscores the importance of cultural sensitivity and accurate representation in international marketing campaigns.

 

Picture courtesy: Komchadluek

 

-- 2024-08-03

 

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Come on Apple,  just because some of the rules here seem a bit prehistoric doesn't mean they're backward .... 

1 hour ago, webfact said:

Apple has apologised and withdrawn the latest ad in its "Underdogs" series, following significant backlash in Thailand. The tech giant's fifth instalment, meant to highlight Thai culture positively, instead sparked controversy, prompting the company to halt its distribution.

The tech giant apologises to Thailand... yeah okay..

1 hour ago, steven100 said:

Come on Apple,  just because some of the rules here seem a bit prehistoric doesn't mean they're backward .... 

Just reversed a tad.

1 hour ago, webfact said:

In a statement, Apple expressed regret, acknowledging the ad failed to accurately represent contemporary Thai life

Did they visit the Boonies?

Thai Tourism Committee to Summon Apple Over Controversial Ad

Naark Rojanasuvan

 

 

The Tourism Committee is set to summon Apple for a hearing next week following the release of a controversial advertisement that has sparked backlash in Thailand. 

 

The advertisement, part of Apple's "Underdogs" series, has been widely criticized on social media for its portrayal of Thailand's infrastructure and safety standards, which many feel damages Thailand's reputation, particularly in the tourism sector.

 

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.

 

The move aims to address public grievances and ensure that Thailand's image is accurately represented to support the tourism industry's growth and development. The committee will seek to understand Apple's perspective and work towards a resolution that aligns with Thailand's promotional efforts and national interests.

 

The hearing will also serve as a platform for discussing measures to prevent similar incidents in the future and to reinforce positive portrayals of Thailand in international media.

 

Source: NNT 2024-08-03

 

-  Cigna offers a variety of health insurance plans designed to meet the minimum requirement for medical treatment coverage, with benefits reaching up to THB 3 million. These plans are tailored to provide comprehensive healthcare solutions for expatriates, ensuring peace of mind and access to quality medical services. To explore the full range of Cigna's expat health insurance options and find a plan that suits your needs, click here for more information.

 

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There seems to be an over abundance of thin skins. Sometimes you’ve gotta be able to laugh at yourself and not take everything to heart 

Thin skin... it's so obviously a joke and actually makes Thais and Thailand look great.  

Banning Apple products would be like banning Mercedes Benz sales. The average poor Thai aspires to own these as a status symbol. Shock horror! MPs in the house would be forced to watch....er....important emails on Samsung devices. 😋

An undeveloped nation??? the truth hurts.. look on the laws and rules nowadays or several cars on the roads and way of thinking and behaving... Many times here is written that Thailand is still not in the 21st century.. And Apple be careful the makers of the movie can maybe get charged with  defamation or criminal computer act or whatever stupid law to control the freedom of speech and writing

3 hours ago, webfact said:

the film’s sepia-toned scenes, likely intended to add a vintage feel, were perceived as an outdated depiction of Thailand, ostensibly portraying the country as it was decades ago

 

The power of ' enraged netizens ' ...

I liked the ad .

Sorry Apple. Telling the truth and making light of it is not allowed in this woke world.

Thais that I work with do not understand the outrage.

"But it is true" they say. They are laughing at their fellow Thais for being dumb.

If Apple wanted to show that clip, they should have included a time machine in the plot, bringing the travellers about 40 years back in time.

When watching that video, I thought it's very cheesy and a bit unfair to Thailand, showing only old and outdated clichés, but set in present time. An error in taste by the filmmakers.

It was a terrible documentary.

 

Apple is a terrified corporation. They are afraid of losing any sales. 

 

Honestly, it was pretty terrible at humor. Over the top weirdness. The humor is a bit past its prime in this new day and age. It doesn't work either way. Last I heard, Apple was an international brand now. 

 

It would have been funny if like one of them fell out of a tuk-tuk and had an Indiana Jones moment and trying to get back in. Something that would appeal to anyone and just incidental in terms of the situation. This ad is kind of one-sided us agaist them thing.

 

Edit: added two sentences.

oh Thailand, identifying parody from reality is a sign of intelligence. if you can't take a joke and laugh with the rest of us than you do appear behind the times after all

Don’t blame Apple. Thai consultancy company was asked to ensure Thainess was depicted. Seems they did a good job. Bet most complainants do their grocery shopping at IconSiam. 

Oh FFS Apple. You carry on... these guys are very delicate flowers who really have no clue about the world around them. 

 

Personally I thought the loooooong advert was confusing and silly... But in no way bashed Thailand at all. 

Really they made Thai people look helpful and the Thai box company seem professional and very quick and competent. And they didn’t even try to renegotiate for a higher price. That definitely made Thailand look good. 

Will there be a re make starring, say, Thaksin Shinawatra, Duangchalerm Yubamrung and Thammanat Prompao to add a bit of character to what could be a star studded ordeal in the study of integrity! 

 

 

This is a sensitive country....very immature.

The idea was all right, but it was implemented and portrayed poorly. 

"suggesting the ad presented Thailand as an underdeveloped nation"....... demonstrable truth?

1 hour ago, Zack61 said:

There seems to be an over abundance of thin skins. Sometimes you’ve gotta be able to laugh at yourself and not take everything to heart 

You are absolutely correct, but for some reason Thai's lack the ability.

43 minutes ago, tgw said:

showing only old and outdated clichés

Are you trying to say you don't see most of the stuff from the add in the day-to-day in Thailand?

There wasn't a face mask in sight, so clearly not representative of modern day Thailand ...

41 minutes ago, Bohemianfish said:

It was a terrible documentary.

 

Apple is a terrified corporation. They are afraid of losing any sales. 

 

Honestly, it was pretty terrible at humor. Over the top weirdness. The humor is a bit past its prime in this new day and age. It doesn't work either way. Last I heard, Apple was an international brand now. 

 

It would have been funny if like one of them fell out of a tuk-tuk and had an Indiana Jones moment and trying to get back in. Something that would appeal to anyone and just incidental in terms of the situation. This ad is kind of one-sided us agaist them thing.

 

Edit: added two sentences.

Nonsense, watch it again - it is NOT a documentary, just an advert 

Why didn't they make this complaint when The Hangover 2 came out?  What would actually make them happy?

8 minutes ago, BangkokReady said:

Are you trying to say you don't see most of the stuff from the add in the day-to-day in Thailand?

correct, at least not in the same context as shown in the film.
sure, you can find some of the stuff if you go out of your way to find it, but in a normal visit ? no.

7 minutes ago, BangkokReady said:

Why didn't they make this complaint when The Hangover 2 came out?  What would actually make them happy?

 

they did.

although, in the Hangover 2, it was less obvious and less clichéesque

Way too much sensitivity everywhere, not only in Thailand.