Thailand’s ‘sadverts’ a global hit

Masterful work: Actors and technicians getting ready to shoot a sequence of an advertisement for a Thai bank promoting a scholarship fund.

BANGKOK: Feverishly jotting down ideas in a funky glass-panelled conference room, Thailand’s “Mad Men” are doing what they do best – creating tearjerker adverts that leave viewers scrambling for the tissue box.

So-called “sadvertising” has exploded around the world in recent years as brands jostle to engage customers and stand out from competitors.