Apple withdrew its latest short film from The Underdogs: OOO (Out of Office) series, which was set in Thailand. The tech giant removed it following complaints about stereotypical depictions of Thailand and its people in certain scenes.
reports that Apple issued an apology to the people of Thailand for the fifth film in its Underdogs series. This ad series features a group of travel-weary office workers navigating the world using Apple’s various products.
Several viewers posted comments criticizing the film’s use of a sepia filter to make Thailand seem underdeveloped. They also pointed out the costuming and scenery decisions in its airport scene, which used outdated representations of Thailand’s citizens.
Sattra Sripan, the spokesman for the Thai House of Representatives’ committee on tourism, called for a boycott over the ad.
“Thai people are deeply unhappy with the advertisement,” Sripan said in a statement. “I encourage Thai people to stop using Apple products and change to other brands.”
Apple issued an apology for the ad shortly after removing it from YouTube. Lawmakers have also invited Apple representatives to meet with them to discuss the ad and how Thailand is portrayed in the film.
“Our intent was to celebrate the country’s optimism and culture, and we apologize for not fully capturing the vibrancy of Thailand today,” the statement read.
This is the second time this year that Apple has apologized for a commercial. The company told AdAge that it “missed the mark” with its new thin iPad Pro commercial. This ad features a giant pneumatic press crushing various items used in or to represent creative endeavors such as musical instruments, paints, a generic arcade cabinet, and camera equipment. The steel crusher flattens everything and lifts to reveal an intact iPad on the lower steel block, with a voiceover describing it as “the most powerful iPad ever is also the thinnest.”
Artists, musicians, and other creators took offense to the ad’s implied tone that generative AI would replace human artistic endeavors. Apple vowed not to air the ad on TV but it remains on its YouTube page with the comments section disabled.
