If you've arrived at this ad without having seen Ogilvy's previous work for Thai Life Insurance, take a minute or two to get familiar—here and here. Oh, and grab some tissues first, you old softie.
OK, now that we're up to speed, here's the latest spot from the wizards of weeping, the sultans of sobbing, the ballers of bawling.
In the perfect short-film-style vignette, we follow the life of our unlikely hero, Pornchai Sukyod: a husky schoolboy with unusual superhero aspirations. Despite its three-and-a-half-minute run time, it's a flawlessly shot and edited spot that presents a concise, poignant narrative—with a reveal that feels nothing at all like an insurance commercial.