In today’s marketing world, getting people to stop scrolling for even a few seconds is already a big challenge. But “The Choice”, the new film from Ngern Tidlor, operated by Ngern Tid Lor Public Company Limited, a subsidiary of Tidlor Holdings Public Company Limited (TIDLOR), chooses an even harder path. Instead of pushing products or chasing short-term buzz, this film chooses to ask real questions, and spark real change in people’s lives.
"The Choice" doesn't just talk about "debt" as a financial problem, but talks about daring to accept the truth and the most difficult decision in life, that is, getting up to face the debt that they once tried to avoid on their own.
What makes this commercial different from general advertisements is straightforward, honest communication, and not avoiding issues that most people usually don't want to talk about, especially about debt burden that arises from spending to maintain image or repeatedly borrowing money to cover old debts until it becomes a cycle.
Instead of saying "you should do this", this commercial asks "what about you... which path will you choose?" between continuing to carry or letting go of something to start anew?
This is what makes "The Choice" not just a commercial, but a mirror reflecting the truth that many people avoid, and becomes an inspiration for viewers to seriously review their own lives.
In an era when most brands still use promotions and dreams to attract attention, Ngern Tidlor chose to use "truth" and "human understanding" to connect with the hearts of Thai people.
Daring to Tell the Truth About "Debt" When Brands Don't Choose the Easy Way
Speaking about "debt" straightforwardly is not easy, but "The Choice" chose to go in the opposite direction, a riskier path, more difficult, but more "real".
This commercial opens with a feeling that many people are familiar with but don't want to admit, that is, financial pressure arising from debt, which although the outside seems to still be manageable, but inside is extremely suffocating and barely able to move. Instead of turning away from problems or hiding the truth under a good-looking image, "The Choice" bravely takes that feeling and tells it frankly, straightforwardly, and full of understanding.
What is interesting is that this film doesn't just warn that debt is scary, but dares to ask deeper "if we are stuck in a debt cycle, how can we get out of there?" It is a question without a fixed answer, but opens for viewers to seriously review themselves, not just as debtors, but as "a human being" who always has choices...just dare to choose or not.
The Start of This Project Happened Since Late 2023
When the team followed the financial situation of Thai people and found that household debt continued to increase worryingly, both from the slowing economy, accumulated effects from COVID-19, as well as some financial behaviors that have not been seriously addressed.
From statistical data to understanding the situation of people in society, the team began to ask a new question: "How can we be an encouragement for Thai people to solve problems and dare to face their debts?"
During brainstorming, there is one sentence that still sticks in many people's minds...
"Life is like this...because there is no choice"But looking deeper, they saw something different. We all always have choices, just may have forgotten or not daring enough to choose them. That is the core that drives the creation of the "The Choice" commercial.
Not to persuade customers to borrow more, but to be a "mirror" that brings viewers to see the reality in life and discover that change may begin from choosing the path that suits themselves in the first step.
Team That Believes "Commercials" Can Become a Force to Change Mindsets
'The Choice' is another collaboration between Ngern Tid Lor Public Company Limited with agency Genesis 12 and one of Thailand's top directors, Tor Thanonchai Sornsriwichai. He talked about the most difficult part of this film that it's not just about making viewers engaged, but making viewers "dare to change" their mindset and "dare to make decisions" for their own lives.
When wanting to see people whose lives are ruined by debt get up and change their mindset and lifestyle that they've had all their lives, 'The Choice' is therefore a very challenging commercial for Genesis 12.
"We always talk to each other, pressure ourselves that we are doing something really good for society. We must help change people's behavior. Every step we therefore always come back and ask each other whether what we're doing, what we're presenting is the best yet, because we don't just want it to be just one film, but we want the thought that 'life still has choices' to be embedded in the hearts of people with debt problems, so this word will pop up when they think they're at a dead end, or even if they continue to live the same way until the end like in the film, one day this word will come back to let them answer themselves that choices exist, but they don't choose, or because they choose not to change anything, so life is like this."
At the same time, Ngern Tidlor’s team also knows well that this film is not just another commercial piece, but is passing on the organization's intention to want people in society to have a better quality of life, have stable finances, which starts from correct financial knowledge, awareness about debt management, and it can be said that Ngern Tidlor is the first and only one who dares to make a commercial that says "We don't want you to come back to us again"
And Ngern Tidlor continues to consistently send messages about debt to consumers.
"We know that debt problems will be successfully solved only when starting from the intention of customers or people who really want to solve their own debt problems, making Ngern Tidlor invest money in short films to remind people in society, more than spending money on Ngern Tidlor's product commercials."
This is the intention embedded in the DNA of the organization and every employee, and is the reason why Ngern Tidlor dares to invest in "reminder films" more than general sales advertisements.
Bad Debt Can Be Treated If We Dare to Pour Alcohol on It
"Debt" is not a word anyone wants to talk about, and even less want to make it the heart of advertisements. But for the "The Choice" commercial, debt is not just numbers in accounts, but is a "wound" that is inflaming in the real lives of many people.
This film doesn't see debt as something bad, but looks at it with understanding that debt has many dimensions.
Good debt is debt that helps create life opportunities, such as investing in education or extending business.
Bad debt is debt that arises from impulsive spending, following trends, or maintaining image without a clear management plan.
What is scary is not just having debt, but "not admitting that you have a problem" and still choosing to continue carrying it, without daring to stop thinking, without daring to look at that "wound" straightforwardly.
The "The Choice" commercial gives an in-depth concept about debt that
"Bad debt is like a fresh wound, both painful, deeply embedded, and often we try to avoid looking at it"
Avoiding may help us not hurt today, but in the end, it will embed deeper and deeper and become something that silently gnaws at us. On the other hand, if we dare to pour alcohol on it, it may sting at first, but that wound will start to recover, gradually get better, and finally...heal.
The essence of this commercial is therefore not just "realizing" that problems exist, but "daring to face" them straightforwardly, taking action to fix them consciously, based on understanding, not because of pressure from society or image, and sometimes...pain today may be the beginning of stronger financial life tomorrow. Message from the heart of the big ship captain of the creative team.
A Message from the Leader Behind the Project
Amid the challenges of telling the story of "debt" to make viewers feel understanding, not resistant, and still be inspired at the same time, Piyasak Ukritnukun, Managing Director of Ngern Tid Lor Public Company Limited, clearly conveyed what is the heart of this project by saying
"Just having one person watch our film and get inspired, get up and change their own life, it's worth it."
Those words are not just a communication concept, but reflect the "organization's stance" that has been firmly adhered to all along that doing business is not just about growing numbers, but about growing people's quality of life in society.
This commercial was therefore not created just because we want to be a trend, but was created from the belief that if "someone" sees themselves in the story and dares to make decisions to change their life, that is the greatest success for the brand already
Conclusion That Doesn't End in the Film
"The Choice" may be just one commercial that takes a few dozen minutes on screen, but what it leaves in viewers' hearts is heavier and more serious than anyone expected. It doesn't end when the credits roll, but it just begins...when viewers start to turn back and ask themselves
"Today, what are we carrying?"
"And are we ready to put it down and choose a new path for our lives?"
No one can choose our life except ourselves. Debt is not the end, and accepting the truth is not defeat, but is the beginning of "choosing"
Choose not to run away
Choose to find a way out
Choose to start anew consciously
And perhaps...just daring to ask ourselves straightforwardly may be enough to take us out of the same cycle and step into a better life in our own way. Because in the end, life always has choices, but the question is...do you dare to choose?
Follow the commercial "The Choice" here
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