Alzheimer’s Society ad shows reality of slowly losing a parent to dementia

Alzheimer’s Society has unveiled its latest creative platform to illustrate the everyday reality of living with dementia.

“The long goodbye” created by New Commercial Arts, launches today (21 March) and is led by a two-minute film.

The spot was directed by Bafta-nominated director Charlotte Regan through Knucklehead. It was created by Jules Middleton and Peigh Asante.

The ad follows a son giving a eulogy at his mother's wake. It explains how dementia robs sufferers of elements of their personality long before their actual death.

The son explains that his mum, who suffered from dementia, “first died on 21 May 2019, when she couldn’t work out how to prepare her legendary roast any more."

He goes on to share other examples of how his mum “died” before actually passing away. The son says his mother “died again when she became convinced her friends were trying to steal from her. She died as the queen of Christmas when she refused to have dinner with the family.”

Actor Colin Firth ties up the ad with a voiceover stating: “With dementia, you don’t just die once. You die again and again and again. Which is why, at Alzheimer’s Society, we’ll be with you again and again and again.”

The creative platform includes a 30-second radio ad, which uses soundbites from the TV spot, as well as out-of-home work.

The film will be shown on TV, video-on-demand services and on digital channels. Media planning and buying was managed by Medialab.

Kate Lee, chief executive of Alzheimer’s Society, said: “This campaign seeks to tell the unvarnished truth about the devastation caused by dementia, and it is very much informed by people affected by the condition.

“But there is hope. Alzheimer’s Society is there—again and again and again—at every part of the struggle as they face the grim reality of the long goodbye.”

Ian Heartfield, chief creative officer at New Commercial Arts, said: “This campaign is a simple, powerful idea that has been executed with empathy and skill by a director who has the world at her feet. The result is a film we are all extremely proud of.”