Tesco Thailand ad under fire for showing maid being slapped

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Tesco Lotus has removed a widely shared video after it was slammed for a scene where a woman slaps her domestic helper. But was the video offensive in the market for which it was intended?

Last week this ad from Tesco Lotus Thailand featured in the Campaign Asia-Pacific Viral Chart, which is compiled weekly by Unruly and analyzes shares of ads and branded videos posted by a curated list of Asia-based brands.

This week, Campaign discovered that Tesco took the video down after netizens and media criticized it for a scene that showed a house maid being slapped. Campaign has salvaged the video for your viewing here, and added some of the social-media comments it sparked.

Leo Burnett Thailand has issued the following statement regarding the video:

This scene is actually from a classic Thai drama, which the agency tweaked to add a sense of humor to it. As you see, this particular scene is part of a series of scenarios of people eating chips in the spot. In fact, this work is tracking well locally, as the locals are familiar with this classic scene. However, as this has since become an issue outside of Thailand, the client has decided to pull it.  

Campaign has seen lots of Thai TV programs, and to be honest, people get slapped all the time. Yet Campaign can also understand how people outside the country would see the video as offensive. Was Tesco right to pull the work? Let Campaign know by commenting below or on Twitter @CampaignUS

Here are the scenes involving the maid:



 

 

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