This Alzheimer's Society Ad Highlights What its Like to Have Your Memory Fade

Spot Is Running During Showings of 'Still Alice'

Published On
Mar 12, 2015

Editor's Pick

This chilling silent film from The Alzheimer's Society is running during showings of "Still Alice" in U.K. cinemas. Just as the movie, starring Oscar-winning Julianne Moore as a linguistics professor who is diagnosed with early-onset Alzheimer's, highlights the horrors of the disease, the ad aims to show via a series of sentences what it's like to have your memory fade. For example, fading out some of the words from the sentence "Forgetting that I have to call my daughter back is a horrible nuisance" turns it into "Forgetting I have a daughter is horrible."

The film was created by Fallon London and produced by Fallon Film, and is running before all screenings of "Still Alice" in Pearl & Dean and DCM cinemas across the U.K.