New ad uses animation to explain the impact of Alzheimer’s

Featuring a voiceover by Olivia Colman, the Alzheimer’s Research UK ad offers a twist on the ‘happy ever after’ fairy tale

Created by Above+Beyond, the spot features Disney-style animation to demonstrate how Alzheimer’s can change lives and relationships.

It opens with a familiar fairy tale – a prince and princess slaying a dragon before falling in love. From there the story takes a less predictable turn as the couple age and the prince begins to struggle with symptoms of the disease, including memory loss and confusion.

While this may seem bleak, the ad aims to end on an optimistic note, highlighting the charity’s quest for a cure.

The film is two minutes long, and launches on TV on September 21 – World Alzheimer’s Day – during a special ad break in Channel 4 News.

“We very much hope this poignant film will inspire the nation and support Alzheimer’s Research UK in their quest to find a cure – something we will all desperately need,” says Dom Goldman, CCO at Above+Beyond.

Agency: Above+Beyond
Chief Creative Officer: Dom Goldman
Creatives: Artem Bjork, Ash Prentice, Tim Van der Mee
Head of Design: Andy Breese
Designers: Maria Kay and Kieran Rafferty
Animation Directors: againstallodds
Production Company, Animation: Passion Pictures
Production Company, Live Action: Tubby Brother Films
Live Action Directors: Ben and Dan Tubby