Apple pulled the latest short film in its The Underdogs: OOO (Out of Office) series set in Thailand. The tech giant scrubbed it over complaints about stereotypical portrayals of Thailand and its people in certain scenes.
The Bangkok Post reports that Apple issued an apology to the people of Thailand for the fifth film in its Underdogs series. The ad series features a group of travel weary office workers navigating the world using Apple’s various products.
Several viewers posted comments criticizing the film’s use of a sepia filter to make Thailand seem underdeveloped. The comments also called out the costuming and scenery decisions in its airport scene using outdated representations of Thailand’s citizens.
Sattra Sripan, the spokesman for the Thai House of Representatives’ committee on tourism, called for a boycott over the ad.
“Thai people are deeply unhappy with the advertisement,” Sripan said in a statement. “I encourage Thai people to stop using Apple products and change to other brands.”
Apple issued an apology for the ad shortly after pulling it off of YouTube. Lawmakers have also invited Apple representatives to visit with them to discuss the ads and how they portray Thailand on film.
“Our intent was to celebrate the country’s optimism and culture, and we apologize for not fully capturing the vibrancy of Thailand today,” the statement read.
This is the second time this year that Apple has apologized for a commercial. Apple pulled an ad back in May that it told AdAge “missed the mark” for its new thin iPad Pro. The commercial features a giant pneumatic press crushing a large collection of items used in or to represent creative endeavors such musical instruments, paints, a generic arcade cabinet, and camera equipment. The steel crusher smooshes everything flat and lifts up to reveal an intact iPad sitting on the lower steel block that a voiceover describes as “the most powerful iPad ever is also the thinnest.”
Artists, musicians and other creators took offense to the ad’s implied tone that generative AI would replace human artistic endeavors. Apple vowed not to air the ad on TV but it’s still on its YouTube page with the comments section disabled.
