A poignant new film for the Alzheimer's Association pays tribute to actor Gene Wilder (who died from the disease last year) playing Willy Wonka in "Wily Wonka and the Chocolate Factory" and singing the 1971 movie's iconic song, "Pure Imagination," to highlight the disease's cruel progression.
The ad, by Mullen Lowe, takes scenes from the original film and makes some of the candy disappear to show how Alzheimer's slowly, bit by bit, "steals your imagination."
The film directs viewers to a website where they can learn more and donate. The campaign, also encourages them to post on social media about loved ones with the disease, sharing a photo on Instagram or Twitter using the hashtag #PureImagination.
The Pure Imagination Project was developed pro bono by a creative team at MullenLowe's Winston-Salem office, all of whose families have been touched by Alzheimer's disease. "Having lost my father to Alzheimer's, and my mother a year later from the toll of being his caregiver, I know firsthand there is no sugar-coating the impact of this disease," says David Olsen, group creative director at MullenLowe Winston-Salem. "Just as Gene inspired millions to believe anything is possible with the power of pure imagination, we hope this work will inspire others to help fulfill the Alzheimer's Association's mission to imagine a world without Alzheimer's."