- Apple’s Thai ad faces backlash.
- Critics call portrayal outdated.
- PM defends potential soft power benefits.
Apple’s latest “Underdogs” comedy short has sparked outrage in Thailand. The 10-minute video, meant to showcase Apple products, has been criticized for portraying the country as backward and shabby.
Social media users have lambasted the sepia-toned visuals and outdated infrastructure depicted in the ad, contrasting it sharply with modern-day Thailand.
A tale of two cities
Critics argue that the ad presents a skewed view of Bangkok, a highly modernized metropolis. TikTokers and X users have flooded platforms with images of contemporary Thailand, highlighting the disconnect between Apple’s portrayal and reality.
Some have even compared it unfavorably to a recent Google Pixel ad that balanced both modern and rustic aspects of Thai life.
Damage control and soft power
Despite the backlash, Thailand’s Prime Minister Srettha Thavisin has defended the ad, suggesting it could benefit the country’s “soft power.”
This controversy follows closely on the heels of another Apple ad misstep involving an iPad commercial that was pulled due to negative reception.
Apple has yet to respond to requests for comment on the Thai ad situation.
