Serendipia Posted August 3 Share Posted August 3 Apple has found itself at the center of controversy following the release of its latest promotional video, ‘The Underdogs: OOO (Out of Office).’ This short film, part of Apple’s “At Work” series, was intended to showcase the innovative features of Apple products in a comedic and engaging manner. However, the ad has sparked significant backlash in Thailand, leading to its removal and an official apology from the tech giant. ‘The Underdogs: OOO (Out of Office)’ is the fifth installment in Apple’s 'At Work' series. The nearly 10-minute film follows four employees traveling to Thailand to find a factory capable of supplying half a million boxes to meet their company’s needs. The ad aimed to highlight the capabilities of Apple products in navigating various challenges, from language barriers to logistical issues. Shortly after its release, the advertisement faced severe criticism from Thai netizens and influencers. The primary point of contention was the portrayal of Thailand using a sepia filter, which many argued made the country appear underdeveloped and outdated. The negative portrayal extended to various aspects, including the representation of the airport, transportation, clothing, and accommodations. The backlash was not limited to social media. Thai officials and tourism boards joined the chorus of disapproval, with some even calling for a boycott of Apple products. This backlash came at a particularly inopportune time as Thailand has been actively working to position itself as a modern and dynamic tourist destination. In response to the mounting criticism, Apple swiftly removed the ad from its official channels and issued an apology. The company stated that the ad was produced in collaboration with a Thai company and was intended to reflect Thai culture positively. However, Apple acknowledged that the portrayal did not adequately capture the contemporary Thai way of life. Apple said in its statement, “We intended to celebrate the country’s optimism and culture, and we apologize for not fully capturing the vibrancy of Thailand today.” This incident marks the third time in less than a year that Apple has faced criticism for its advertising campaigns. Earlier, the company faced backlash for its iPad Pro ‘Crush’ ad, which was criticized for depicting the destruction of creative tools. While Apple’s swift action demonstrates a willingness to address public concerns, the incident serves as a stark reminder of the complexities involved in creating globally appealing content. As companies expand their reach, understanding and respecting local cultures becomes increasingly crucial to avoid similar missteps. How can companies effectively navigate cultural differences to prevent such controversies? https://edition.cnn.com/2024/07/31/travel/apple-promo-video-thailand-intl-hnk/index.html https://www.bangkokpost.com/life/tech/2840337/apple-apologises-and-removes-controversial-ad https://time.com/7006872/apple-pulls-offensive-commercial-thailand-underdogs-ooo-out-of-office/ https://appleinsider.com/articles/24/08/02/another-apple-ad-campaign-crashes-and-burns-under-pressure-from-viewers Image: Lester69 | Dreamstime.com Quote Link to comment Share on other sites More sharing options...
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