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Alzheimer's Society uses poetry to encapsulate the impact of Covid-19 on people with the disease.

"Imagine a virus you know nothing about," the ad begins before going into the repercussions of this year’s lockdowns – which stopped people from visiting their vulnerable elderly friends and family – and its subsequent feelings of isolation.

Showing photos of a desolate home, the spot also references the feelings of frustration felt by family and carers as they are unable to help the people around them. It ends as a woman suffering from Alzheimer’s stares at herself in a mirror in the hall.

Viewers are encouraged to donate to the charity through the .

It was created and directed by Sean Cullen, who wrote the poem in light of his mum's experiece of dementia. Media is handled by Medialab, who won the account last month.