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Apple right this moment issued an apology to Thailand for the best way the nation was portrayed in a July “The Underdogs” quick movie, and the video has additionally been faraway from Apple’s YouTube channel. Within the advert that was launched on July 18, the underdogs design group traveled to Bangkok and Rayong, Thailand for a venture and had been depicted touring in a tuk-tuk and staying in a rundown resort.
Thai residents discovered the depiction of Thailand offensive, and took to social media to criticize Apple for portraying the nation with outdated stereotypes. The video made Thailand look “low-tech and underdeveloped” as a result of pale, sepia tone and give attention to dilapidated structure, in keeping with the Bangkok Submit.
Apple’s newest quick movie business ‘The Underdogs: OOO (Out Of Workplace)’ that goals to characterize its devices filmed in Thailand has sparked criticism amongst Thai folks because the business portrays Thailand in a low-tech and underdeveloped temper and tone, utilizing a heat color in… pic.twitter.com/yYgAXCDFUd
— Bangkok Submit (@BangkokPostNews) July 26, 2024
Thai Home of Representatives Committee on Tourism spokesperson Sattra Sripan referred to as for a boycott on Apple over the video. “Thai individuals are deeply sad with the commercial,” he stated. “I encourage Thai folks to cease utilizing Apple merchandise and alter to different manufacturers.” He stated that the tourism committee deliberate to ask Apple representatives and state businesses to debate the advert.
Apple in an announcement to Bangkok Submit this morning stated that it was sorry that Thailand was inaccurately portrayed, and confirmed that the advert had been taken down.
Our intent was to have fun the nation’s optimism and tradition, and we apologize for not totally capturing the vibrancy of Thailand right this moment.
Apple labored with Thailand-based movie manufacturing studio Indochina Productions on the video, and it was shot completely in Thailand. Since 2019, Apple has launched a number of movies that star the underdogs as a part of an “Apple at Work” advert marketing campaign.
That is the second advert that Apple has pulled this yr. When the M4 iPad Professional fashions got here out in Could, Apple confirmed a video of a hydraulic press crushing an array of inventive instruments, which was not nicely acquired by creatives. Apple pulled the video, apologized, and stated that it had “missed the mark” with the advert.
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