Thai advertisements sell by making you cry

Actors and technicians getting ready to shoot an advertisement for a Thai bank. Photo: AFP

Feverishly jotting down ideas in a funky glass-panelled conference room, Thailand's ad agencies 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.