The 50" film will run before all screenings of the film in Pearl & Dean and DCM cinemas across the UK, with both organisations donating the media space for free.
The spot shows a series of frames with text fading to reveal the stark reality of life for those wih the disease.
For example, the text "It's dreadfully irritating when I forget to pick my husband up from the station" fades to "It's dreadful when I forget my husband", showing the progression of Alzheimer's.
The activity is part of a five-year brief to raise awareness of the charity and drive donations.
Brand: Alzheimer’s Society
Agency: Fallon London
Executive Creative Director: Nick Bell
Producer: Tracy Stokes
Directors: Sigrid Egedal, Oli Rimoldi & Dan Montgomery
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