Apple’s latest short film, “The Underdogs: OOO (Out Of Office),” filmed in Thailand, has sparked substantial criticism online due to its perceived stereotypical depiction of the country.
This film marks the fifth installment in Apple’s “At Work” series, with a runtime of nearly ten minutes. It follows four employees traveling to Thailand to source a factory capable of producing half a million boxes to fulfill their company’s requirements, all while highlighting the innovative features of Apple’s products that assist them in overcoming various obstacles.
Following its release, the advertisement ignited a firestorm of controversy regarding its portrayal of Thailand. Critics on social media condemned the use of a sepia filter, claiming it made the nation appear underdeveloped. Furthermore, the film faced backlash for its outdated representations of the airport, transportation, clothing, and accommodations.
Prime Minister Srettha Thavisin expressed that the advertisement could provide a platform to promote Thailand’s tourism and “soft power,” showcasing its culture, food, and attractions to a global audience.
According to Mr. Srettha, the film aligns with the goals of the Destination Thailand Visa (DTV) initiative aimed at stimulating interest from expats and tourists.
Apple acknowledged that public perceptions might not accurately reflect the message they aimed to communicate through the advertisement.
Meanwhile, Apple’s distributor in Thailand stated that the negative reception would not impact sales, emphasizing that there was no intention to insult any nation and that public interpretation might differ from the brand’s intended message.
Despite the controversy, the film has achieved over 5 million views on YouTube, leading Apple UK to disable comments on the video in light of the situation.
