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By John McCarthy | Media editor

November 16, 2016 | 3 min read

Alzheimer’s Research UK has released an emotional Christmas ad picturing a world where Santa forgets about the holiday season.

In the Aardman Animation video, Santa fails to keep up with the Christmas delivery burden as Santa’s dementia worsens. It’s aptly entitled ‘Santa Forgot’.

Hilary Evans, chief executive of Alzheimer’s Research UK, said: “Santa Forgot is a poignant and powerful reminder that dementia doesn’t discriminate. We have to be provocative about dementia, to help fight misconceptions and fatalism around the condition and to demonstrate that pioneering research holds the answers.


“Santa is an important cultural figure, but the idea that he too could be affected drives home the point that dementia can strike those most special in our lives.”

Narrator Stephen Fry added: “From the moment I was told about Santa Forgot I wanted to lend my support - it is an inspiring and beautiful take on a Christmas tale. I urge people up and down the country to get behind the campaign so we can fuel the fight against dementia and take a step forward to making it history.”

The campaign hunts for donation pledges from viewers as a means of funding research into a cure.

Stephen Fry also helped publicise the ad on Twitter.

The slot is somewhat reminiscent of John Lewis' 2015 ad 'Man on the Moon' which also centred on giving aid to an elderly man. It took a departure from this strategy however with its more light-hearted 2016 slot Buster the Boxer.

To check out some of the other fantastic Christmas creative submitted by brands click here.

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