A new film, produced as part of a collaboration between the UK dementia charity Alzheimer’s Society and the advertising agency New Commercial Arts, depicts the relationship struggles that can occur alongside dementia.
‘The Ultimate Vow’, directed by James Rouse, follows couple Adam and Laura through the early stages of Adam’s Alzheimer’s and as the condition progresses.
It marks the launch of the charity’s new logo: a modernised form of the forget-me-not flower used by the charity since 2010, and their new brand line ‘Together we are help and hope for everyone living with dementia’.
Overlaid with narration of the couple’s wedding vows by Laura, the video campaign poignantly depicts the contrast between the joy of the couple’s wedding and marriage and the challenges caused by Adam’s condition in their later relationship.
The arrival of an Alzheimer’s Society dementia advisor who helps to support the couple is then depicted.
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“I, like many, have witnessed first-hand how it can affect both the person with the condition and those that care for them, and its brutal,” said Rouse who has seen several family members impacted by dementia.
“I sincerely hope that our film makes a difference.”
The film concludes with a call for donations voiced by Colin Firth. Across out of house displays and social channels the campaign will also feature portraits of real life couples impacted by dementia taken by established photographer Mary McCartney.
“I’ve always been drawn to people and their relationships, focusing my photography on those rare moments of unguarded, emotionally charged intimacy,” said McCartney.
“That’s why I wanted to be part of this campaign for Alzheimer’s Society. To visually highlight these relationships and the cherished moments within – moments which become challenged due to dementia. I hope these images help to raise awareness of both dementia and the Alzheimer’s Society.”
5 Comments. Leave new
I appreciate the intention behind this video is to encourage donations to the charity, but I think the message may have been put across without the overwhelming sense of grief and sadness.
This is a heartfelt ad. Are “Adam” and “Laura” a real couple, as the wedding photo of their younger selves seems authentic? Special effects, maybe?
I’ve also been trying to find out if they are a couple as like you say it looks like them in the wedding photo, they certainly pull on our heartstrings whether they are or not.
I also wondered if they are a real life couple. It certainly looks like their younger selves in the photo at the end of the ad.
I think it’s a beautiful advert so sad when it happens to someone so close to you