#WhatsHappeningInThailand – a weekly roundup of the latest Thailand news. Hosted by independent journalist Matt Hunt.

Apple Ad Controversy in Thailand: A Cultural Misstep

Apple recently found itself at the center of a cultural controversy in Thailand following the release of its ad titled “OOO (Out of Office),” part of its popular “The Underdogs” series. While the ad aimed to celebrate Thai culture and show the ease of working remotely with their suite of pricey solutions, it instead sparked significant backlash for what some say is an offensive misportrayed of the country,

The ad, now infamously known for it’s sepia tone, featured a team of co-workers using Apple products to navigate Thailand while appearing to also be somewhat productive on the go. Despite Apple’s intention to highlight Thailand’s vibrancy, the ad highlights what seems to be previous eras, marked by an old airport, congested transportation, and a shabby hotel. While all of these things still exist in modern-day Thailand, its corporate portrayal struck a nerve among many Thais, who felt it misrepresented the modern reality of their country to international viewers.

Social media in Thailand was quickly flooded with criticism, as it does, leading some higher-profile commentators to add their opinions to the discussion.

David William, an American content creator and English-language teacher based in Thailand, shared his perspective in a TikTok video: “When I watched it, I was thinking, this was Thailand 50 years ago. This looked like Thailand 70 years ago.” His video garnered over 11 million views and many comments, echoing those who felt the ad failed to capture the country’s modernity.

The controversy escalated to the point where the Thai government and a House committee on tourism intervened. They voiced concerns about the negative impact on Thailand’s image and announced plans to summon relevant agencies and Apple Thailand for discussions. The government highlighted its efforts to promote Thailand as a modern and attractive destination, contrasting sharply with the image presented in the ad.

In response to the backlash, Apple apologized, acknowledging that the ad did not fully capture the vibrancy of Thailand today. The company emphasized its intention to highlight Thai culture positively and expressed regret for any offense caused. Subsequently, Apple removed the ad from all platforms.

Interestingly, the controversy surrounding Apple’s ad coincided with similar criticisms directed at an ad for Samsung AI and a sepia-toned trailer for the upcoming third season of “White Lotus,” which is set in Thailand and will be released in 2025.