Apple Faces Backlash Over Stereotypical Thailand Advertisement
Apple has recently found itself under fire for an advertisement that many critics deemed outdated and stereotypical in its portrayal of Thailand. Following significant backlash, the tech giant has removed the ad and issued an apology, highlighting a trend of scrutiny surrounding its marketing tactics.
The Controversy Surrounding the Ad
The advertisement in question, titled "OOO (Out of Office)", was part of Apple’s The Underdogs comedy series, which features a group of coworkers tackling challenges with the help of Apple products. Launched in mid-July, this 10-minute ad showcased the Underdogs team traveling across Thailand in search of a new packaging factory.
Criticism from the Thai Community
Unfortunately for Apple, the portrayal of Thailand did not sit well with many Thai citizens, lawmakers, and influencers. They criticized the commercial for using sepia filters and for its misrepresentation of the country's modern culture, especially in how it depicted airports, transportation, clothing, and hotels. Thai lawmaker Sattra Sripan voiced the public's discontent, stating, "Thai people are deeply unhappy with the advertisement. I encourage Thai people to stop using Apple products and change to other brands."
Apple Responds to Backlash
In light of the criticism, Apple promptly responded with an apology, stating, "Our intent was to celebrate the country’s optimism and culture, and we apologize for not fully capturing the vibrancy of Thailand today." The tech giant also confirmed that the ad will no longer air on any platforms and has been removed from their YouTube channels.
Local Collaboration and Future Considerations
Reportedly, Apple collaborated with a local production company to create the advertisement. The Thai prime minister, Srettha Thavisin, who had previously promoted the video, commented on the situation, emphasizing that there are two sides to every story. When asked about possible repercussions, such as whether Apple might pull investments from Thailand due to the public outcry, he expressed confidence that the situation would not have a significant negative impact on Apple's relationship with the country.
Consequences for Apple's Marketing Strategy
This incident follows another misstep by Apple related to its iPad Pro ad titled "Crush", which aired in May and also faced backlash from the creative community. The company continues to navigate complex cultural landscapes in its advertising strategy.
Conclusion
As Apple moves forward, it will need to take into account the importance of authentic representations in its advertising campaigns to avoid future misrepresentations that could lead to further backlash. The company is expected to adapt its marketing strategies to better align with the cultural sentiments of the locations they depict.
For more information on advertising ethics and cultural representation, visit Ad Age.
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