[Source]
A recent Apple promotional video set in Thailand has generated strong reactions, with critics arguing that it presents an outdated and stereotypical view of the country. Apple, which did not respond to the backlash, disabled video comments section.
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What Critics Are Saying: The 10-minute video, titled “The Underdogs: OOO (Out of Office)” – part of Apple’s “Apple at Work” series – follows four characters using Apple devices to resolve workplace crises during a trip to Thailand. Ad Critics it hit the use of a sepia filter, old-fashioned taxis, dilapidated architecture and an archaic image of Suvarnabhumi airport. “This felt like Thailand 70 years ago” he said David William, an American TikToker based in the country.
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Government support: The promotion, which involved the creation of local studio Indochina Productions, found support from the Thai government. A spokesperson for Prime Minister Srettha Thavisin praised the video to promote Thai “soft power” through culture, food and tourist attractions. The government also highlighted the potential of video to boost the new Destination Thailand Visa initiative, which aims to attract digital nomads.
Apple’s latest short film commercial ‘The Underdogs: OOO (Out Of Office)’, which aims to represent its gadgets filmed in Thailand, has sparked criticism among Thais as the commercial portrays Thailand in a mood and tone low-tech and underdeveloped, using a warm environment. color in… pic.twitter.com/yYgAXCDFUd
– Bangkok Post (@BangkokPostNews) July 26, 2024
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