Apple pulled its latest ad starring the Underdogs Friday after complaints in Thailand over the spot’s negative depiction of the country.
This marks the second time Apple removed an ad after widespread complaints this year.
Underdogs: Out of Office video doesn’t seem so funny in Thailand
The Underdogs is a collection of characters in a series of videos demonstrating how useful MacBooks, iPads and iPhones can be. The latest ad, called OOO (Out of Office) and released in July, sent the group to Thailand in a rush job to get packages made for a difficult client. Nothing ever goes easily for the Underdogs, and in this short film they stay in an epically bad hotel. They also travel around jammed into overcrowded buses, bike taxis and tuk tuks (small, open-air taxis).
Although Apple yanked the ad, you can watch the entire 10-minute spot here:
People in Thailand quickly began to complain that the video makes their country look bad. For example, Winter-Jazz said on X (formerly Twitter), “So disappointed of Apple portray of Thailand this way. The whole thing is degrading.” Another X user called it, “Tone-deaf & condescending.” Another person called the advert “deeply discriminatory towards Thailand” on X.
And the criticism went beyond irritated comments on X. A spokesperson for the tourism committee of Thailand’s House of Representatives said in a statement Thursday, “Thai people are deeply unhappy with the advertisement.”
Apple pulls Underdogs ad after complaints
Apple responded by removing the Underdogs’ OOO (Out of Office) video Friday. It’s no longer available on YouTube.
“Our intent was to celebrate the country’s optimism and culture, and we apologize for not fully capturing the vibrancy of Thailand today,” Apple told Bloomberg. “The film is no longer being aired.”
Apple ad problems déjà vu
If this sounds familiar, that’s because Apple pulled the first advert for the 2024 iPad Pro this spring after a huge number of complaints. The backlash made national news in the United States.
Apple’s Crush video portrayed creative tools like paints, musical instruments and toys, all smashed down into a tablet. Creatives said it depicted real-world artistry being smashed and replaced by a device.
