This Thai ad for popular chat application “Line” will break your heart 【Video】

Although still relatively unknown in the West, instant messaging application Line is pretty huge in Asia. Developed by the Japanese division of South Korean internet content gurus Naver Corporation, the application allows free digital voice calls and text messaging, and is loved by both Android and iOS users, no doubt in part thanks to the dozens of cute “sticker” icons that users are able to share.

When promoting the messaging app in Thailand, however, Naver seemingly decided to take an altogether different approach. Tugging at our very heartstrings, this ad tells the story of a recently bereaved father and daughter and how through “more LINE, Much closer” they become able to communicate their feelings more effectively. Clever marketing or not, this is a real tear-jerker.

Shared via Naver’s official YouTube channel, the 90-second commercial is titled “Closer”, and has already been watched nearly 50,000 times since being shared at the end of November.

Since not everyone speaks Thai, or can read the accompanying Japanese subtitles for that matter, we’ve captured the key moments from the ad and added subtitles in English below.

▼ “Nudee still seems to be missing her mother quite badly.”