Apple’s latest ad in the “Underdogs” series has sparked controversy due to its outdated portrayal of Thailand. In the episode “The Underdogs: OOO (Out Of Office),” the characters navigate Thailand in a quest for a packaging supplier.
The ad features aging infrastructure and shabby accommodations, which critics argue misrepresent the country's modernized image, particularly Bangkok.
The ad’s sepia-toned filter and depiction of rundown locales have been criticized as reinforcing stereotypes. Social media backlash has been swift, with users sharing images of Thailand’s contemporary architecture to counter the ad’s portrayal.
This is not Apple’s first advertising misstep this year. The company recently faced criticism for an iPad ad that was pulled after being perceived as dismissive of creative professions. Despite the backlash, Thailand’s Prime Minister, Srettha Thavisin, has defended the ad, suggesting it could positively influence the country’s "soft power."
Apple’s misrepresentation comes amid its efforts to diversify manufacturing beyond China, with reports last year indicating plans to expand production in Thailand.
The company’s advertising decisions and their impact on cultural perception remain a point of contention as it navigates global markets.
