We've known Thai advertising to deliberately encourage the waterworks (such as in Thai Life Insurance's long history of tear-jerkers) but this latest, for Tesco Lotus out of Leo Burnett Group Thailand goes to a new extreme to show how far a parent will go to support a child.
The star of the new ad is a dedicated taxi driver, who endures passengers who eat stinky durian fruit, hurl in the back seat after an over-indulgent night on the town as well as scarier life-threatening muggings over a long day's earnings.
But all that is just an inkling of the real sacrifice this parent makes, which you'll discover in the ad's suprise ending.
SPOILER ALERT (stop reading here until you've viewed the ad). The ad was created to celebrate Mother's Day in Thailand on August 9 and joins the ranks of other marketing supporting strong women -- in this case, it's one mother who give up her feminine appearance to provide for her little one.