Powerful, indeed. All of the elements are there and they're all visual with resonance. For the past 10 years some of the best storytelling has come from the creative minds in advertising (you can spot the Target brand within 2 seconds of their commercial, whatever color they're using), and here it's put to good use. Pinned it immediately to Pinterest.

i absolutely love it. i love visual storytelling. i've written a short that has no words and tells a massive story (in my opinion). so my question with this and scenes/movies like this is: will readers hate the lack of white space in all the description if body/faces/actions are to tell a substantial part of the story?

Pretty great as a movie. Pretty lousy as a commercial.

Loved the commercial, but I was a bit confused by the sponsor. What did the story have to do with a phone company?

This is why I'll never regret the 20 years I spent writing TV commercials. You learn pretty damn quick that you physically cannot tell a story in words if you have only 60 seconds - let alone 30.

Short paras help - don't get bogged down in detail.

Touching commercial. While I was working at the cinemas, I got to see a lot of beautiful mini stories told by commercials.

It's effective story telling because it delivers a powerful emotional payoff on its theme. "Do you know what makes a good movie?... A couple of moments that people remember, that they take with them" -- William Goldman What does it have to do with the sponsor? Dunno, but if nothing else it will create a warm, fuzzy feeling about the company in the minds of viewers. Which may have its own pay it forward benefit for the company.

This commercial made me care. Made me bawl like a baby really. And most movies have the opportunity to grab me by the throat - I'm sitting in a darkened theater having paid 12 dollars. I want to care! But it just doesn't live up to its promise and that's what's most disappointing.

Wow! I did not expect to be fighting tears by the end of this! Sometimes I can get so bound up, worrying about predictability and sentimentality. This is a good reminder that powerful stories can have elements of both.