Channel: Adweek Feed
Mark channel Not-Safe-For-Work? cancel confirm NSFW Votes: (0 votes)
Are you the publisher? Claim or contact us about this channel.

Thailand Does It Again With This Brutal and Beautiful Ad About Kindness


Thai mobile company TrueMove, which you'll remember from the world-famous "Giving" spot in 2013, is back with another gem—a stirring, cinematic spot in which the daughter of a charity worker visits a Thai woman who helped her father when he was a prisoner of war in World War II.

The ad, which shows how a brave act of kindness can change a life, is part of a campaign called "The True Meaning of Giving," which is backed by a group of Thailand charities.

One of the actors in the spot writes in the YouTube comments that it references a POW camp in Kanchanaburi, Thailand, where the Japanese forced prisoners to build a railway bridge over the River Kwai. (That was also the setting for the famous movie.)

The tie-in to the brand, "Compassion is true communication," is still a bit flimsy—but TrueMove has stuck with the idea of giving for years, and it's presumably working for the firm. In less capable hands, this would be a schmaltzy ode to the white savior, but the direction, acting and overall commitment here are so good that one can't help but be moved.

Latest Images

Trending Articles