Apple has issued an apology for their recent "Underdogs" advertisement, which sparked controversy in Thailand for its portrayal of the country. The 10-minute video, part of Apple's "Apple at Work" series, depicted a team working on a project in Thailand, utilizing various Apple products. However, the ad's depiction of outdated infrastructure, transportation, and a generally unflattering aesthetic drew criticism for not reflecting modern Thailand.
The controversy unfolded on social media, with many Thais expressing disappointment and frustration over the ad's inaccurate and outdated portrayal. Some pointed out the use of sepia tones and the focus on dilapidated buildings as contributing to the negative image. Even foreign residents, like American influencer David William, voiced their disapproval, highlighting the stark contrast between the ad and their experiences in Thailand.
Despite the backlash, some Thai citizens and government officials defended the ad, with some arguing that it did not significantly deviate from reality. The production company involved, Indochina Productions, even claimed that the Thai government praised the ad as a victory for Thailand on the global stage.
However, the controversy led to a parliamentary committee summoning Apple representatives to address the concerns raised about the ad's impact on Thailand's image and tourism. The committee aims to understand the company's intentions and the decision-making process behind the ad's production.
Reference URL : https://www.thaipbs.or.th/news/content/342654