Apple’s latest advertisement, “The Underdogs: OOO (Out Of Office) | Apple at Work,” has sparked controversy among Thai netizens who accuse the tech giant of perpetuating negative stereotypes about Thailand. Despite being filmed on location in Thailand and incorporating Thai cultural elements, critics argue that the ad portrays the country in an outdated and derogatory manner.
The 9.57-minute ad, which showcases a business trip to Thailand by Apple’s fictional “Underdogs” team, aims to highlight how Apple’s products—such as the Mac, iPhone, iPad, and Apple Vision Pro—assist in various work scenarios. The ad’s narrative involves the team navigating last-minute design changes, finding a new packaging factory, and overcoming language barriers. Apple’s promotional blurb suggests a dynamic and modern portrayal of Thailand as the team engages with local business challenges.
However, many Thai viewers are dismayed by the ad’s depiction of Thailand. They argue that the visual elements, including the color tones, costumes, props, and vehicles, contribute to an outdated and backward image of the country. The portrayal of the airport, public transport, and even the hotel, with its mosquito problems, has been criticized for reflecting a view of Thailand that seems stuck in the past.
David William, an English teacher with a substantial social media following, has been vocal in his criticism. In a widely shared TikTok video, William expresses his discontent with the ad, stating, “Apple’s ad filmed in Thailand makes Thai people look terrible in the world’s eyes.” He points out that the airport and hotel featured in the ad resemble structures from decades ago, contrasting sharply with the modern and vibrant image of Thailand that he believes should have been depicted.
William further questions Apple’s approach, suggesting that a simple online search could have provided a more accurate representation of contemporary Thailand. He concludes his critique with a call to action, stating that if Apple’s portrayal of Thailand is meant to reflect negatively on the country, he would rather support a competitor, expressing his intention to purchase a Samsung foldable phone instead.
This backlash highlights broader concerns about the impact of global media portrayals on national image and the importance of accurately representing cultural and technological advancements in international advertising.
In response to the criticism, Apple has not yet issued a statement addressing the concerns raised by Thai netizens or offering a revised view of their advertisement’s portrayal of Thailand.
