A screengrab taken from a new promotional video by tech giant Apple. The video has been criticized for depicting Thailand, where it was filmed, in an unflattering light.
CNN —
Tech giant Apple has pulled a new promotional video from the internet after heavy criticism inThailand,with many social media users claiming it offered an unrealistic, outdated view of the country.
The 10-minute clip,whichreceived more than 5 millionviews after its releaseonApple’s YouTube channelon July 18,is the fifth installment of the tech firm’s “Apple at Work – The Underdogs” series.
But on Friday, the ad could no longer be accessed on the video-sharing platform.
An Apple spokesperson confirmed to CNN that the short film “is no longer being aired.”
“In our fifth installment of ‘The Underdogs’ ad series, we collaborated with a local production company to create a film set in Thailand. Our intent was to celebrate the country’s optimism and culture, and we apologize for not fully capturing the vibrancy of Thailand today,” he said.
Theplot follows four characters – known as the underdogs – and theirattempts toovercome workplace crises using Apple devices and software. Sincethe series’ debut in 2019, the characters have left their corporatejobs and founded their own company.
The latest episodeis centered on their work trip to Thailand, where they hop from trains to tuk-tuks as they race against time to find a factory capable of producinga million tailor-made boxesto meet the demands of their difficulttycoon client, played by Christopher Mintz-Plasse, the actor best known for playing McLovin in high-school comedy “Superbad.”
Complaintshad flooded social media since the video’s release, withresidentssaying itfailed to show the modern side of their country. Many claimed the footage was edited to appear old-fashioned, with a faded sepia tone, and that the camera focused on shabbyarchitecture. Others have complained about the video’s airport scenes, during which one of the characters loses his luggage and seeks help from a local ground staff member called “Happy.”
“When I watched it, I was thinking, this was Thailand 50 years ago. This looked like Thailand 70 years ago. There were no segments showing the modernity of my home,” David William,an American content creator based in Thailand,said in Thai ina TikTok video that has been viewed over 11 million times.
In an interview with CNN, he said he’s never seen “a cab that looked that bad before” in his nearly 10 years in the country, adding Thailand’s main gateway, Suvarnabhumi Airport is just as modern as New York’s John F. Kennedy International Airport.
“Thailand is a modern, safe and beautiful country,” he said. “I just hope [people] don’t misunderstand.”
Echoing his view, Facebook userNipawan Labbunruang said the videomade Thailand look “terrible.”
“What is this clip trying to present?” she wrote in a post that received 1,900 likes.
The Council on Tall Buildings and Urban Habitat database, a nonprofit organization that tracks urbandevelopment, ranks Bangkok 13thin the world in terms of the number of skyscrapers.
The Thai capital also has some of Asia’s biggest luxury shopping malls and is filled with five-star hotels.
A view of the Bangkok skyline, taken on May 14, 2024.
‘I have watched it. It’s fine’
But the video had also won some local fans – including the government.
Indochina Productions, a Thailand-based studio, was involved in the Apple production, according to its website, with Thai authorities hailing it as awin for the country on the world stage.
“The prime minister has continuously supported the development of the country’s potential by implementing policies to promote Thai soft power as a magnet to attract people worldwide to visit, work and live in Thailand, making Thailand a key destination for people globally,” said ChaiWacharonke, spokesperson for Prime Minister Srettha Thavisin,in a statementissued to media following the release of the Apple video.
Others pointed out that the video wasn’t really much of a departure from reality.
“I have watched it. It’s fine,” wrote Thai social media user Sakchawit Attasillekha on Facebook, pointing out there are “plenty of old hotels in Bangkok” and “old taxis decorated with Buddha amulets.”
“However, we also have good things too,” he added.
SombatBoonngamanong,a prominent social activist, also weighed in on Facebooksaying that he was surprised the video had caused such a stir.
“The movie was cute,” he said, and stressed that heis an Android user.
