Apple's latest promotional video has been heavily criticized in Thailand, with many social media users claiming it presents an unrealistic and outdated image of the country. The 10-minute video, the fifth installment in the “Apple at Work – The Underdogs” series, has received 5.4 million views since being posted on Apple’s YouTube channel on July 18.
"Sepia tone"
The show follows four characters, known as "losers," and their attempts to overcome workplace crises using Apple devices and software.
Social media has been flooded with complaints since the video was released, with residents saying it failed to show a modern side of their country. Many claimed the video was edited to look old-fashioned, with a washed-out sepia tone and the footage focusing on dilapidated buildings. Others complained about the airport scene in the video.
Many commenters pointed out that although much of the ad is set in the highly modern city of Bangkok, many of the buildings and interiors appear shabby.
Others commented on the sepia tone of the footage, which media critics said was often used to represent less affluent environments.
"This looks like Thailand 70 years ago. There are no clips showing the modernization of my hometown," David William, a content creator living in Thailand, said in Thai in a TikTok video that has been viewed more than 11 million times.
"Thailand is a modern, safe and beautiful country," he said. "I just hope (people) don't get the wrong idea."