The Thai telecommunications company True Corporation has launched a real advertising campaign in Thailand on altruism and being grateful. It is a 3-minute video clip broadcast on TV that tells a stirring story about a child that steals medicine for his sick mother. The store clerk is saddened by what he sees and offers the boy vegetable soup, this after paying for the medicine himself. Years later, the boy (now a man) finds a way to pay his debt for the generosity shown to him years before. The video has had an incredible impact in the media, and on YouTube alone has been seen more than 250 thousand times.