It’s been a good week for cinematic advertising. First came the Chipotle video sung by Fiona Apple that feels like a first-rate animated short film. Now a Thai mobile phone company, TrueMove, has released an equally well-crafted narrative about a boy caught stealing medicine for his sick Mom, which has been viewed more than six million times since it was posted on YouTube on September 11. As AdWeek points out, it’s not clear how the storyline relates to mobile phones, but that’s beside the point. “The buzz (and the vague hope that it will encourage random acts of kindness among viewers) is all that really matters,” notes the trade publication for the advertising industry.