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.