Alzheimer Research UK published an emotional Christmas announcement illustrating a world where Santa Claus forgets the holiday season.
In the Aardman Animation video, Santa fails to keep up with the Christmas delivery burden as Santa’s dementia deteriorates. It is entitled “Santa Forgot”.
Hilary Evans, Director General of Alzheimer Research UK, said: “Santa Forgot is a powerful and powerful reminder that dementia does not discriminate.
We must be provocative on dementia, to help combat the misconceptions and fatalism around the condition and 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.
— Stephen Fry (@stephenfry) November 16, 2016
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.