Apple right now issued an apology to Thailand for the way in which the nation was portrayed in a July “The Underdogs” brief movie, and the video has additionally been faraway from Apple’s YouTube channel. Within the advert that was launched on July 18, the underdogs design staff traveled to Bangkok and Rayong, Thailand for a venture and had been depicted touring in a tuk-tuk and staying in a rundown resort.
Thai residents discovered the depiction of Thailand offensive, and took to social media to criticize Apple for portraying the nation with outdated stereotypes. The video made Thailand look “low-tech and underdeveloped” because of the light, sepia tone and deal with dilapidated structure, in keeping with the Bangkok Publish.
Apple’s newest brief movie industrial ‘The Underdogs: OOO (Out Of Workplace)’ that goals to signify its devices filmed in Thailand has sparked criticism amongst Thai individuals because the industrial portrays Thailand in a low-tech and underdeveloped temper and tone, utilizing a heat color in… pic.twitter.com/yYgAXCDFUd
— Bangkok Publish (@BangkokPostNews) July 26, 2024
Thai Home of Representatives Committee on Tourism spokesperson Sattra Sripan referred to as for a boycott on Apple over the video. “Thai people are deeply unhappy with the advertisement,” he mentioned. “I encourage Thai people to stop using Apple products and change to other brands.” He mentioned that the tourism committee deliberate to ask Apple representatives and state companies to debate the advert.
Apple in a press release to Bangkok Publish this morning mentioned that it was sorry that Thailand was inaccurately portrayed, and confirmed that the advert had been taken down.
Our intent was to have fun the nation’s optimism and tradition, and we apologize for not absolutely capturing the vibrancy of Thailand right now.
Apple labored with Thailand-based movie manufacturing studio Indochina Productions on the video, and it was shot completely in Thailand. Since 2019, Apple has launched a number of movies that star the underdogs as a part of an “Apple at Work” advert marketing campaign.
That is the second advert that Apple has pulled this yr. When the M4 iPad Professional fashions got here out in Might, Apple confirmed a video of a hydraulic press crushing an array of artistic instruments, which was not properly acquired by creatives. Apple pulled the video, apologized, and mentioned that it had “missed the mark” with the advert.
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