Grab the tissues! Thai Life Insurance is back with another heart-string tugger

Thai Life Insurance recently debuted its follow-up advertising tear jerker.

Well Thai Life Insurance has done it again. Not content with causing a nation to collectively sob, thanks to its “Melody of Life” ad last year, the company is at it again, this time with yet another emotive and pull-at-your-heartstrings TV commercial.

But last things first, remember last year's spot that featured Toi, the poor woman dumped by her husband who took in homeless kids but was hospitalized with a terminal illness? Well if not click here to check it out. It was talked about on TV chat shows, at water coolers and over dinner tables. Last month, it took the Grand Prix award for TV submissions at the Spikes Asia Awards, an advertising festival in Singapore.

Thai Life Insurance's latest effort offers us a different storyline, not as “in-your-face”, but equally as emotional.

I’ll admit it. This one -- like the first -- brought tears to my eyes. My husband will hate me for saying this, but he actually got misty eyed and called his mom after seeing it this week. No joke.

The ad goes something like this: A group of students is holding a school concert and starts singing "Que sera sera (Whatever will be, will be)." Everyone is smiling, the moms watching are happy too. Then the camera pans down and you see some kids are in wheel chairs, but happily singing too. Then when they stop singing the cameras cut back to the moms, and that’s when I just couldn’t take it anymore. Sob city.

According to a post on blog My-thai-friend.com, the students are from Chiang Mai's Srisangwan school, which was specifically set up under the patronage of the late Princess Mother of Thailand to aid the disabled. The message at the end, in Thai, says everyone is born differently, but we all deserve the same care.

Can’t wait to see what Thai Life Insurance comes up with next year. Maybe they should invest in a tissue company.