It's a scenario that most of us have probably experienced: how do you comfort a baby who won't stop crying?
In a new ad by Thailand mobile phone provider DTAC, the company sets up the common situation where a parent (in this case, a dad) can't seem to find a way to make his child stop crying. In a panic, he calls his wife, who is shopping at a grocery store.
Without giving everything away, the ad touches on an important point about the use of technology and its impact on parenting in 2014. For example, how many times do you give your child a cell phone to play with? Or leave them with a tablet when you're busy? And of course, an ad is an ad, so besides showing the audience cool phone features like face-to-face talking, it also hits a soft spot.
Earlier this year, Thailand also brought us this other tearjerker called Unsung Heroes, about insurance and this other ad about the power of being kind.
Watch the video to see what happens, and for your own sake, grab a tissue beforehand.
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