2-8-2024 (BANGKOK) US technology giant Apple has found itself embroiled in a cultural controversy in Thailand, leading to the swift removal of a contentious advertisement following widespread backlash from Thai lawmakers, influencers, and citizens. The 10-minute short film, titled “The Underdogs: OOO (Out Of Office)”, sparked calls for a boycott due to what many perceived as an offensive portrayal of the Southeast Asian nation.
The advertisement, the fifth instalment in a comedic series chronicling the misadventures of a group of co-workers, was set in Bangkok and Rayong. It depicted the protagonists on a budget-constrained journey to Thailand in search of a new packaging factory. The film showcased familiar Thai cultural symbols, including tuk-tuks and interactions with local characters, but it was the overall representation of the country that drew ire from viewers.
Critics argued that the advertisement grossly misrepresented Thailand as underdeveloped and outdated, a portrayal that stands in stark contrast to the nation’s aspirations and current reality. Social media influencers and internet users were quick to voice their displeasure, leading to a groundswell of negative sentiment.
Responding to the outcry, Apple issued a statement on 2 August, expressing regret for any offence caused. “Our intent was to celebrate the country’s optimism and culture, and we apologise for not fully capturing the vibrancy of Thailand today,” the company said. Apple also noted that they had collaborated with a local production company on the commercial, which has since been pulled from circulation.
The controversy has emerged at a particularly sensitive time for Thailand, as the government is actively working to elevate the nation’s global status and image as a premier tourist destination. Tourism plays a vital role in Thailand’s economy, and Prime Minister Srettha Thavisin has recently pledged to transform the country into an aviation and logistics hub.
The Thai government’s focus on “quick wins” to boost foreign tourist numbers and stimulate economic growth makes the timing of this advertising misstep particularly unfortunate. With foreign tourist arrivals since January 1 already surpassing 20 million and projections indicating a potential 36 million visitors in 2024, Thailand is inching closer to its pre-pandemic record of 40 million annual visitors.
The advertisement also caught the attention of Thai lawmakers. The tourism committee of the House of Representatives had planned to invite Apple representatives and state agencies for a discussion on the matter. Committee spokesman Sattra Sripan expressed the depth of public sentiment, stating, “Thai people are deeply unhappy with the advertisement.” He went as far as to encourage Thai consumers to boycott Apple products and switch to alternative brands.
Prime Minister Srettha, however, attempted to strike a more conciliatory tone. While acknowledging that he had viewed portions of the film, he emphasised a desire to focus on positive aspects. “Let’s look at the positive side. Apple has shown a real intention to do business in Thailand,” he told reporters on 2 August.
