Apple is facing scrutiny from the Thai government after releasing an advertisement that has ignited significant backlash within the country. The Tourism Committee is set to summon representatives from the tech giant for a hearing next week, following widespread criticism of the ad’s portrayal of Thailand’s infrastructure and safety standards.
The advertisement in question, part of Apple’s “Underdogs” series, has drawn sharp rebuke on social media, where many users have accused it of damaging Thailand’s image, particularly in the context of tourism. The ad’s depiction of the country as outdated and unsafe has sparked concerns among government officials and the public alike, as it clashes with ongoing efforts to enhance Thailand’s international reputation through various Soft Power initiatives.
Sastra Sripan, a Member of Parliament for Songkhla and spokesperson for the Tourism Committee, voiced strong objections to the ad, noting that its negative portrayal undermines the government’s promotional campaigns aimed at boosting the nation’s tourism sector. Sripan emphasized that such representations are not only inaccurate but also harmful to Thailand’s economy, which heavily relies on tourism.
In response to the growing outcry, the committee intends to invite key figures from related agencies, including the Ministry of Tourism and Sports, the Tourism Authority of Thailand, and Apple Thailand’s managing director, to address the issue. The hearing will seek to clarify Apple’s intentions behind the ad and explore solutions to mitigate the damage caused. Sripan also warned that if public dissatisfaction persists, there could be calls for a boycott of Apple products in favor of other brands.
Apple has already taken steps to address the controversy. The company issued an apology for the ad, which is the fifth installment in its “Underdogs” series. In a statement, Apple explained that the film was produced in collaboration with a Thai company and was intended to highlight Thai culture in a positive light. However, the company acknowledged that the final product did not adequately reflect the modern Thai way of life and pledged to cease further dissemination of the ad.
The ten-minute film, described as a comedy thriller, features four company employees navigating various challenges in Thailand to meet their clients’ demands. One character in the U.S. follows along using Apple Vision Pro, while the others engage in a series of mini-adventures that showcase 31 different Apple device features. The sepia-toned scenes, which seemed to depict Thailand as it was 30 to 50 years ago, have been particularly contentious, leading many Thais to question the ad’s intentions and its portrayal of the country as underdeveloped.
As of July 28, the ad had garnered 5.1 million views on YouTube, just ten days after its release, before Apple disabled the comments section in response to the backlash. The upcoming hearing will also focus on discussing preventive measures to avoid similar incidents in the future, with an emphasis on reinforcing positive and accurate portrayals of Thailand in international media.
It was reported that various officials and dignitaries will attend the hearing, underscoring the significance of the issue at both national and international levels.
