{"id":250715,"date":"2024-08-02T22:33:37","date_gmt":"2024-08-02T22:33:37","guid":{"rendered":"https:\/\/michigandigitalnews.com\/index.php\/2024\/08\/02\/apple-apologizes-for-another-ad-that-missed-the-mark\/"},"modified":"2025-06-25T17:13:16","modified_gmt":"2025-06-25T17:13:16","slug":"apple-apologizes-for-another-ad-that-missed-the-mark","status":"publish","type":"post","link":"https:\/\/michigandigitalnews.com\/index.php\/2024\/08\/02\/apple-apologizes-for-another-ad-that-missed-the-mark\/","title":{"rendered":"Apple apologizes for another ad that missed the mark"},"content":{"rendered":"

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Apple pulled the latest short film in its The Underdogs: OOO (Out of Office) <\/em>series set in Thailand. The tech giant scrubbed it over complaints about stereotypical portrayals of Thailand and its people in certain scenes.<\/p>\n

<\/em><\/a> reports that Apple issued an apology to the people of Thailand for the fifth film in its Underdogs <\/em>series. The ad series features a group of travel weary office workers navigating the world using Apple\u2019s various products.<\/p>\n

Several viewers posted comments criticizing the film\u2019s use of a sepia filter to make Thailand seem underdeveloped. The comments also called out the costuming and scenery decisions in its airport scene using outdated representations of Thailand\u2019s citizens.<\/p>\n

Sattra Sripan, the spokesman for the Thai House of Representatives\u2019 committee on tourism, called for a boycott over the ad.<\/p>\n

\u201cThai people are deeply unhappy with the advertisement,\u201d Sripan said in a statement. \u201cI encourage Thai people to stop using Apple products and change to other brands.\u201d<\/p>\n

Apple issued an apology for the ad shortly after pulling it off of YouTube. Lawmakers have also invited Apple representatives to visit with them to discuss the ads and how they portray Thailand on film.<\/p>\n

\u201cOur intent was to celebrate the country\u2019s optimism and culture, and we apologize for not fully capturing the vibrancy of Thailand today,\u201d the statement read.<\/p>\n

This is the second time this year that Apple has apologized for a commercial. <\/a> that it told AdAge <\/em>\u201cmissed the mark\u201d for its new thin iPad Pro. The commercial features a giant pneumatic press crushing a large collection of items used in or to represent creative endeavors such musical instruments, paints, a generic arcade cabinet, and camera equipment. The steel crusher smooshes everything flat and lifts up to reveal an intact iPad sitting on the lower steel block that a voiceover describes as \u201cthe most powerful iPad ever is also the thinnest.\u201d<\/p>\n

Artists, musicians and other creators took offense to the ad\u2019s implied tone that generative AI would replace human artistic endeavors. Apple vowed not to air the ad on TV but it\u2019s still on its YouTube page with the comments section disabled.<\/p>\n

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