All the Apple toys came out to play: the Mac, the iPhone, the iPad, and Vision Pro in this recent ad that takes our team to Thailand. In hindsight, an AirTag would have been useful too. Our "Underdogs" team has oversold themselves and now has to get to Thailand to find a place that can produce the packaging their client in Chad demands. This latest Apple ad in its 'The Underdogs' series is called 'OOO (Out of Office)' and was released in mid-July.
The controversy surrounding the ad arose from its portrayal of Thailand - everything looks old, dusty, and outdated, even the airport, which is only 16 years old. Our protagonists are seen riding in an iconic Thai tuk-tuk, getting help from 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Social media influencers and internet users, however, said the country was grossly misrepresented as underdeveloped and outdated.
The backlash came as the Thai government seeks to elevate the nation’s status and image as a global tourist destination, with the vital industry being a key driver of economic growth. Prime Minister Srettha Thavisin has vowed to make Thailand an aviation and logistics hub, with his administration seeking so-called quick wins to boost the number of foreign tourists and stimulate the economy, the second-largest in Southeast Asia.
"Thai people are deeply unhappy with the advertisement," Sattra said in a statement on Thursday. "I encourage Thai people to stop using Apple products and change to other brands."
Apple stated that they collaborated with a local production company in Thailand for the ad - and everything is clearly exaggerated for comedic effect. Our ragtag team did not overspend their travel budget with fancy modern hotels, or rebooking their return flight. And team lead Bridget keeps saying very silly things in Thai instead of hiring an interpreter. Despite this, the criticism persisted. In response to the increasing controversy, Apple has removed the ad, and it is no longer available for viewing on the company's YouTube channel or other platforms.
"Our intent 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 being aired."
Client: Apple
Ad agency: In-House
Series: ‘Underdogs’
Adland® is a commercial-laden heaven and hell for advertising addicts around the world.
This advertising publication was founded in 1996, built on beer and bravery, Adland® now boasts the largest super bowl commercials collection in the world.
Adland® survives on your donations alone. You can help us out by buying us a Ko-Fi. Adland® works best in Brave browser
