What do you do when you’re advertising for the Alzheimer’s Society? Somehow sweeten the pill even though, unlike nearly every other, disease, there isn’t much sign of a breakthrough against it even though there are glimmers of light as well as the clear need for more early diagnosis (for those brave enough to find out.)
With a population relentlessly growing older the damned thing is on an upswing even though the potential rewards for any company that does find a treatment are vast.
Or simply tell it like it is. As New Commercial Arts has been doing and does again here. Narrated by Colin Firth, creatives Jules Middleton & Peigh Asante, directed by Charlotte Regan.
Alzheimer’s CEO Kate Lee says: “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.
“The loved ones of people with dementia often describe it as a ‘living grief’ as, bit by bit, the disease’s relentless progression causes part of the person to die..again and again and again.
“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.”
Director Regan says: “The Long Goodbye spoke to the grief that I think so many of us have experienced. The pain of seeing someone you know and love lose aspects of themselves. It’s a stage of grief no one talks about. Your person is still there but you’re grieving and you’re drowning. The script captured that incredibly. The work Alzheimer’s Society does is essential. The impact dementia has on not only the person with the disease but the community around them is not spoken about enough. Hopefully this film opens up those conversations.”
Clearly a labour of love from all concerned.
Adland at its best too.
MAA creative scale: 9. A worthy MAA Ad of the Week.
The Alzheimers Society advert ‘The Long Goodbye’ is abhorrent. MAA should not be posting this online and definitely not be calling it ad of the week. I have made a formal complaint to the parties concerned but I wish that MAA would remove this from public view.
People living with dementia are not the undead. This is such a terrible advert. I’ve complained to the ASA, to Alz Soc and will be writing to their board over the weekend. Many newly diagnosed, or those with significant capacity are perfectly able to understand the message of this advert, which is they cease to be a person – the response from beneficiaries has been loud and clear, they hate it. This is what happens when charities and creatives get stuck in a self-congratulatory loop. People live with this disease, we are out here living and loving and coping with this cruel disease, but our loved ones are still whole human beings. There’s room for discussion of loss, or grief, or hardship, and calls for better care and support, but this is a tone deaf and dehumanising campaign, I’m staggered it got signed off.
If you look at the responses to the ad posted on social media you will see outpouring of horror at the stigma this advert will cause. The advert runs completely counter to AS own media guidelines. Person after person speaks of the distress and even fear of suicide the advert is causing. Many are complaining to the standards people
This advert certainly prompted a reaction. It galvanised me in to looking at the Alzheimers Society finances and to start a campaign to curb excessive pay at executive level in the charity sector and the scourge of lowly paid workers in charities. As regards the advert itself I hate it for its negativity and the bad effect on those of us likely to have to deal with the many forms of dementia. The advert states that a person with dementia dies over and over again. This is a lie and I have formally complained to the ASA about this fund raising advert. Along with a formal complaint to the Fundraising Regulator.
Have found this advert horrific and clearly scripted by someone without knowledge or sensitivity towards those living with dementia and their families.
This advertisement is distasteful and destructive. Withdraw it. There will be no money from this daughter/carer unless and until you do. Don’t do anything like this again. I’m linking to the ad agency in my comments on Twitter.