Good advertising gets noticed, outstanding advertising gives the audience a lump in the throat.

And without seemingly trying too hard to sell the audience anything, this Thai ad for a telecommunications group called True achieves just that.

Skilfully portraying the story of a generous shopkeeper who spends his life giving – not expecting anything in return for his good deeds – this three minute long ad could easily have been a movie. The touching ending hints towards a utopia where perhaps brands can see their power to contribute (even just in a message) to the greater good of society instead of just producing communication that drives bottom line sales.

Remember in advertising, you’re not selling products – you’re touching people by telling stories.

On reflection, spectacular seems to average a word to describe it.