Thanonchai Sornsriwichai has built a career from producing gritty television commercials about runaway children or lonely grandparents. His work for insurance and phone companies has won him awards in Cannes and elsewhere.
But that hasn’t prepared him for the idea of people watching clips of his ads and daring each other not to cry.
“Really? That’s happening?” he asked a visitor recently, fiddling with his horn-rimmed glasses.
In fact, trying to watch his films and other Thai commercials without breaking down is becoming something of a digital spectator sport. From Asia to Europe and the U.S., Internet users have begun uploading videos of themselves trying to watch Mr. Thanonchai’s films without turning into a blubbering wreck.
The world is full of little quirks
that halt us with tremendous jerks.
The orphan child in slummy street;
the elderly, no longer sweet.
The sick and weary, lame and halt;
the victim of police assault.
There are these, and many more,
who break our hearts and leave them sore.
And you can bet that in Siam,
and other spots, with use of cam,
the hucksters milk our tears for loot --
and do not give a fig or hoot
for those who suffer from affliction --
it is all a corp'rate fiction.
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