In a disconcerting turn of events, tech behemoth Apple found itself ensnared in a maelstrom of criticism following the release of a promotional video that many Thai residents deemed anachronistic and disparaging. The ten-minute visual narrative, part of Apple’s Apple at Work, The Underdogs series, intended to extol Thailand’s vibrancy and cultural ethos, instead invoked the ire of a digitally savvy populace, who lambasted the depiction as anachronistic and reductive.
The fifth installment of the series, which debuted on Apple’s YouTube channel on July 18, quickly amassed over five million views. However, the euphoria was short-lived as viewers recoiled at the portrayal of Thailand’s milieu, which appeared shrouded in a nostalgic sepia tone, spotlighting derelict edifices and antiquated modes of transport. Such imagery, critics argued, belied the pulsating modernity of contemporary Thai society. Consequently, the video was surreptitiously retracted from Apple’s digital repositories.
An Apple spokesperson, in a bid to mollify the aggrieved, articulated, Our intent was to celebrate the country’s optimism and culture, and we apologize for not fully capturing the vibrancy of Thailand today. This contrition, however, scarcely assuaged the disgruntled audience, who perceived the depiction as a retrogressive affront.
The narrative arc of the promotional video chronicles the escapades of four protagonists, erstwhile corporate denizens who have ventured into entrepreneurial waters. Their quest in Thailand involves a frenetic race against time to secure a factory capable of manufacturing a million bespoke boxes for a persnickety tycoon, a role essayed by Christopher Mintz-Plasse. The cinematic odyssey, oscillating from trains to tuk-tuks, intended to underscore the protagonists’ ingenuity and Apple’s technological prowess, inadvertently cast Thailand in a pall of obsolescence.
David William, an American content creator domiciled in Thailand, encapsulated the collective chagrin in a viral TikTok video, lamenting, This was Thailand 50 years ago. There were no segments showing the modernity of my home. His sentiments resonated profoundly, amassing over eleven million views and accentuating the schism between Apple’s portrayal and the lived reality of contemporary Thailand.
Despite the pervasive opprobrium, there were outliers who viewed the video through a more lenient lens. The Thai Prime Minister’s office, represented by spokesperson Chai Wacharonke, hailed the production as a triumph, asserting, The prime minister has continuously supported the development of the country’s potential by implementing policies to promote Thai soft power. Such endorsements, however, were eclipsed by the vociferous condemnation from the general populace.
Adding to the cacophony of dissent, social media platforms burgeoned with critiques. Facebook user Nipawan Labbunruang’s acerbic post, What is this clip trying to present? garnered substantial traction, encapsulating the widespread consternation. Meanwhile, the Council on Tall Buildings and Urban Habitat underscored Bangkok’s urban sophistication, ranking it 13th globally in terms of skyscrapers, further accentuating the anachronistic portrayal’s incongruity.
Intriguingly, a faction of netizens posited a more nuanced perspective, acknowledging the coexistence of the old and the new within Thailand’s urban tapestry. Thai social media user Sakchawit Attasillekha opined, I have watched it. It’s fine, pointing to the existence of venerable taxis adorned with Buddha amulets alongside the metropolis’s cutting-edge infrastructure.
Prominent social activist Sombat Boonngamanong echoed this sentiment, albeit with a caveat, remarking, The movie was cute, while unabashedly declaring his allegiance to Android. This ambivalence underscored the complex interplay of nostalgia and progress within the Thai societal narrative.
