Is it okay for a brand to sell an emotion they don’t own?

I’m as pro as anyone could be for brands making engaging emotional films . . . but . . . they have to mean it. It can’t be a cheap trick – which- I think this film from Thai telco -True– is. It’s got a parents illness, a parents death, a hero dr . . . it’s a film about giving back. But it isn’t clear what True are giving you other than a phone connection that actually works. I think an audience deserves more . . . surely they deserve a bit more actual truth.
The way NZ drug council have used humour (and a large serving of truth) to convey emotion on a subject matter they most certainly own definitely hits me harder, and I suspect has a longer legacy.