By John Glenday, Reporter

March 10, 2023 | 4 min read

The Alzheimer’s Society has set out its manifesto to help those suffering from dementia in a devastating new brand campaign.

‘The Ultimate Vow’ sees the charity tackle head-on the progressive impact of the disease on those affected, from initial confusion to a mounting sense of helplessness.

Focused on the tale of Adam and Laura, the evocative integrated campaign strikes a personal tone as the challenges of living with dementia are documented in unwavering detail. Overlayed upon these upsetting scenes, Laura narrates her wedding vows, evoking a similar vow from the charity to stand by all those affected in sickness and in health.

It ends with actor Colin Firth lending his voice to the ad to encourage donations.

New Commercial Arts developed the work. The agency’s creative director Jules Middleton said: “My Dad was diagnosed with dementia in his 60s, just at the start of my creative career, so I have lived through the devastation it causes. My Mum told me if she had fully understood what the ‘in sickness’ of her wedding vows actually meant, she was unsure she would have committed to them.

“But luckily for me, she did, and that promise (and relationship) is what created the kernel of the idea for ‘The Ultimate Vow’. Dealing with dementia can leave you feeling hopeless and completely disempowered, but through this project, I have regained a little bit of that power back. Hopefully, through raising awareness of Alzheimer’s Society, more people will support their work and can access their services to get a little bit of power back in their lives too.”

The campaign dovetails with the reveal of a new brand identity for the Alzheimer’ Society, including a new logo that raises a modernized forget-me-not flower to prominence. A new tagline, ‘Together we are help and hope for everyone living with dementia’, also encapsulates the work of the charity.

The campaign runs across television, cinema, OOH, press, radio and social with media planning and buying by MediaLab.

The Alzheimer’s Society has won plaudits for its work to reframe public perceptions of dementia as an illness, not a symptom of old age.


Campaign: The Ultimate Vow

Brand: Alzheimer’s Society

Agency: New Commercial Arts

Alzheimer’s Society

Exec director of fundraising and marketing: Alex Hyde-Smith

Associate director, brand & marketing: Harriet Foxwell-Corden

Senior marketing manager: Victoria Evans

Marketing Executives: Laura Parsons and Ellie Jerman

New Commercial Arts

Chief creative officer: Ian Heartfield

Artistic director: Nici Hofer

Creatives: Jules Middleton & Peigh Asante

Director of production & operations: Matt Craigie-Atherton

Film producer: Lucie Georgeson

Print producer: Amanda Davies

Chief executive officer: James Murphy

Business director: Miriam Goode

Senior account director: Janki Shah

Chief strategy officer: David Golding

Planning partner: John Blight

Project director: Sylvie Edwards

Production Company: Biscuit Filmworks

Director: James Rouse

Producer: Benji Howell

Exec producer: Rupert Reynolds-Maclean

DoP: Mark Wolfe

Production designer: Guy Thompson

Wardrobe stylist: Selina Wong

Editing company: Work Post

Editor: Bill Smedley

Edit assistant: Rebecca Quinn

Edit producer: Antonia Porter

Post production: Untold Studios

EP: Tomek Zietkiewicz

Producer: Simon Downie/Jordan Malonga

VFX supervisor: Ben Cronin

VFX artists: Kia Coates

Colorist: Julien Alary

Color producer: Eli Sandal

Audio post-production: Factory Studios

Sound designers: Anthony Moore / Josh Campbell

Music supervision: Sean Craigie-Atherton @ Manderley Music

Composer/Arranger: Guy Farley


Photographer: Mary McCartney

Agent: LGA

Production: LGA

Retouching: Hand of God

Design: King Henry


Integration director: Nick Parker

Client managing director: Owen Taylor

Business director: George Gwilliam

Senior account manager: Emma Tipping

Account manager: Amy Bevis

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