It certainly says something about the state of Hollywood today that a three minute ad produced at a fraction of the cost of most movies is more moving and poignant than almost anything the big studios have to offer.
The Thai telecommunications conglomerate True is getting rave reviews worldwide for its latest spot, "Giving," which tells the story of a man unexpectedly rewarded for a lifetime of good deeds he performed without expecting anything in return.
TrueMove too says it "believes in the power of giving without expecting a return."
Which would probably be more meaningful if they were to, say, give away their services and devices for free. Which they are not.
But what the company lacks in commitment to its own philosophy, it more than makes up for in inspirational advertising.
Email from Kyung Hwa Lee