Alzheimer's Research UK launches first TV ad featuring late Sir Terry Pratchett

Alzheimer's Research UK has launched its first TV and cinema ad featuring the late Sir Terry Pratchett who died from the disease in March.

The 'Fight Back' campaign was created by AIS London and also features Seth Rogen, James Nesbitt, Arlene Phillips, Dame Joan Bakewell and Katie Derham.

The ad is made up of cuttings of archive TV news footage featuring the celebrities. It calls for donations to aid research and deliver the same advances made for other diseases such as cancer and AIDS.

Tim Parry, the head of communications at Alzheimer’s Research UK, said: "Alzheimer’s Research UK’s core aim is to defeat Alzheimer’s and other forms of dementia and we believe that with continued funding and world class research, we will make a breakthrough.

"To give us the best chance of beating the condition sooner, we wanted this advert to have a disruptive approach in educating the public, to challenge people’s perception that nothing can be done to tackle diseases like Alzheimer’s, and to demonstrate that research has already gone a long way in taming other serious diseases and can do the same for dementia."

The ad will run throughout June. Kevin Bratley handled art direction and Geoff Gower was in charge of copywriting. It was edited by Speade through ITN Production. Media planning and buying was handled by Rocket.

Geoff Gower, the executive creative director at AIS London, said: "Our goal is to highlight how Alzheimer’s Research UK can change the course of the disease in the same way other charities have done before.

"I sincerely hope that dementia will no longer be seen as an ‘old’ person’s problem and that the charity’s need for funding and support is our collective responsibility."