In Apple’s recent ad, part of their “Apple at Work” series, a comedic storyline unfolds in Thailand. The ad, “The Underdogs Return,” showcases a team of misfit employees trying to impress their boss by completing the project while on a vacation in Thailand. The narrative is whimsical and light-hearted, but the portrayal of Thailand is anachronistic and stereotypical, raising an important question: Is this how the world perceives Thailand?

The Ad: A Walk Through Time

The Apple ad, which has been taken down, depicts Thailand as a quaint, underdeveloped country. The imagery suggests a place lacking modern technology, where simplicity reigns, and the hustle and bustle of contemporary life is non-existent. This portrayal might have been just an artistic choice, but it significantly misrepresents a nation that has rapidly evolved into a technological and cultural hub in Southeast Asia.

Thailand Today: A Modern Marvel

Contrary to the ad’s depiction, Thailand is now a vibrant, dynamic country that has embraced technology and modernisation. Bangkok, the capital city, is a bustling metropolis filled with skyscrapers, state-of-the-art public transportation, and a thriving tech industry. The country’s digital economy is booming, with a significant increase in internet penetration and mobile connectivity over the past decade.

Furthermore, Thailand has positioned itself as a major player in the global market, attracting international businesses and fostering startups with innovative ideas. The portrayal in Apple’s ad starkly contrasts with the reality of the country.

The Power of Media in Shaping Perceptions

Media portrayals hold immense power in shaping perceptions, particularly for audiences unfamiliar with the realities of a depicted country. Apple’s ad, with its nostalgic and outdated representation, risks perpetuating stereotypes that Thailand is a developing country stuck in the past. The ad, while aiming to be humorous and engaging, presents a skewed image to the global audience.

Voices from the Ground

Comments on social media reflect a mix of amusement and frustration. On TikTok, some users commented, “Is this really how they see us? It’s funny but also sad..” and “Is this really Thailand in the ad? Are you kidding me?!” Some questioned whether this is how Apple actually sees Thailand. Others said it might be a good way to impress tourists when they arrive to find that Thailand is much more modern and convenient. Meanwhile, a Facebook user shared the video and shared their opinion, “This feels like a parody of the 70s. Thailand is so much more than this old-fashioned image”.

Moving Forward: A Call for Accurate Representation

In an era where global connectivity allows for instant access to information, it is crucial for global brands to update their narratives and portrayals. Accurate representation matters. The old movie tone and comedic elements could have been achieved without sacrificing the reality of Thailand’s modernity. Instead, a balanced depiction that highlights both the cultural heritage and technological advancements would serve as a more respectful and accurate representation.

Conclusion: Reassessing Perceptions

Apple’s latest ad inadvertently raises an important question: Is this how people from other countries perceive Thailand nowadays? If so, it’s high time for a reassessment. Thailand has moved far beyond the quaint, simplistic image portrayed in the ad. It is a nation of progress, innovation, and dynamic growth, and the media should acknowledge that.

Accurate representation is not just crucial for Thailand but for any country. Every nation deserves to be depicted in a manner that reflects its true state, recognising both its heritage and its advancements. Only then can we foster a more informed and connected global community.

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Sources: MGROnline, Campaign Asia, TikTok, Facebook