Apple withdraws video ad after Thai backlash

U.S. tech giant Apple Inc. has pulled an ad set in Thailand after backlash from lawmakers, influencers and citizens, and calls for a boycott of the short film’s portrayal of the Southeast Asian nation that they found offensive.

Apple’s 10-minute film titled “The Underdogs: OOO (Out Of Office),” the fifth episode of the comedy series that follows a group of co-workers as they perform workplace tasks and resolve issues with products and features from Apple, was online for about two weeks. It was set in Bangkok and Rayong, with the co-workers traveling to Thailand on a low-budget quest to find a new packaging factory.

As part of their adventure, the protagonists were seen riding in an iconic Thai tuk-tuk, interacting with quirky locals and staying in a dilapidated hotel in Bangkok. Social media influencers and internet users, however, said the country was grossly misrepresented as underdeveloped and outdated. Apple said it meant no offense and collaborated with a local production company on the commercial.

“Our intention was to celebrate the country’s optimism and culture, and we apologize for not fully capturing the vibrancy of Thailand today,” the company said in a statement on Friday. “The film is no longer showing.”

The reaction came at a time when the Thai government was seeking to elevate the country’s status and image as a global tourist destination, with this vital industry being a key driver of economic growth. Prime Minister Srettha Thavisin has pledged to make Thailand an aviation and logistics hub, with his administration seeking so-called quick wins to increase the number of foreign tourists and stimulate the economy, Southeast Asia’s second largest.

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Foreign tourist arrivals since January 1 have exceeded 20 million and are expected to reach 36 million this year – approaching the record 40 million visitors the country received before the pandemic.

The commercial also raised concerns among lawmakers on the House of Representatives tourism committee, who planned to invite representatives from Apple and state agencies for a discussion on the issue, according to panel spokesperson Sattra Sripan.

“The Thai people are deeply dissatisfied with the announcement,” Sattra said in a statement on Thursday. “I encourage Thais to stop using Apple products and switch to other brands.”

Meanwhile, Srettha said that she has seen some parts of the film and prefers to focus on the more positive side. The prime minister has courted foreign investment from US companies, including Apple.

“Let’s look at the positive side. Apple has demonstrated a real intention to do business in Thailand,” he told reporters on Friday.