If you happen to watch a lot of TV or are known to scroll on social media then you’ll no doubt have come across The Alzheimer’s Society’s powerful new advert. Presented as a short film that’s under two minutes, ‘The Ultimate Vow’ tells the oh-too-familiar story of a family living with Alzheimer’s disease or dementia.
In the advert, which first hit screens last month, viewers watch as elderly man Adam struggles with memory loss. Upon visiting the doctors with his wife Laura, Adam discovers that he has vascular dementia.
In a particularly heartbreaking moment, Adam apologises to Laura and she comforts him and at one point the older man tells his wife he 'wants to go home' while at their family home. The film then cuts to the various ways in which she helps him adapt to life with the illness including putting labels on cupboards and washing him.
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The film concludes by showcasing the amazing work that the Alzheimer’s Society does for people living in similar circumstances. “We vow to help end the devastation caused by dementia, but we can’t do it without you,” British actor Colin Firth says at the end of the advert in voiceover.
The advert has prompted a huge reaction on social media with many commenting on how accurate it is. “Ok the new advert (might not be new but I’ve just seen it for the first time) for Alzheimer’s Society just made me well up,” wrote one person on social media upon seeing it.
A second added: “Just seen the advert for the Alzheimer’s Society so sad and so true what happens.” And a third said: “The Alzheimer’s Society advert, with the couple and the wedding vows, is heartbreaking.”
Another person echoed: “The Alzheimer’s Society advert makes me sob every time I see it. Because it scares me too.” And a further person wrote: “The Alzheimer's Society's advert has me in tears every time.”
What is Alzheimer’s disease?
According to Alzheimer’s Society, Alzheimer’s disease is a physical illness that damages a person’s brain. This eventually causes dementia. Alzheimer’s disease is the most common cause of dementia.
Alzheimer’s disease affects everyone differently. However, it has some common early symptoms:
Memory problems
Thinking and reasoning difficulties
Language problems
Changes to how they see and hear things
Changes in mood
To find out more about Alzheimer’s disease and how to donate, visit https://www.alzheimers.org.uk/
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