Update: Following Backlash, Apple Pulls Underdogs Ad in Thailand

Update 8/4 : Apple pulled its video set in Thailand—The Underdogs: OOO (Out Of Office)—after pushback from residents and lawmakers. This follows the brand’s removal of “Crush,” following outrage from the creative community and beyond.

“Our intent was to celebrate the country’s optimism and culture, and we apologize for not fully capturing the vibrancy of Thailand today. The film is no longer being aired,” read a statement from Apple.

Here’s our original story from July 22:

The Apple ads keep falling. First, we saw Apple’s take on privacy with a Hitchcock vibe; the brand then put a spotlight on future Olympic athletes for iPhone.

Now comes the fifth installment from Apple’s “Underdogs” series and the latest “Relax, It’s iPhone” spot—and both take place in Thailand.

Created in-house, “The Underdogs: OOO (Out Of Office)” follows Bridget, Marie, Brian and Dave as they travel to Thailand on their first overseas business trip to—hopefully—fulfill a large client order on a tight deadline.

The team searches for a new packaging factory that facilitates last-minute design changes and 3D prototypes with help from Mac, iPhone, iPad and Vision Pro, plus apps like Translate, NameDrop, SharePlay, Object Capture, Markup and AirDrop.

The 10-minute vid, directed by Mark Molloy of Smuggler L.A., is running on YouTube, social media, paid digital and Apple Business.

Apple’s second ad highlights the NameDrop feature on iPhone. “Fallen Deep” plays off the Thai expression to fall into a hole of love—”ตกหลุมรัก.”

It’s love at first sight for a man at an airport. Upon seeing his dream gal, he begins falling into an actual hole of love inside the airport. Before the gap grows too deep, the woman reaches down and swaps contact info with him via NameDrop on iPhone 15.

Directed by Wuthisak Anarnkaporn and created by TBWAMedia Arts Lab APAC, the :75 ad is running on broadcast and online TV, social media and digital platforms.