Alzheimer's Research UK addresses the sense of fatalism surrounding dementia with a more hopeful outlook ahead of World Alzheimer's Day on 21 September.
The ad by AMV BBDO follows the journey of a baby swimming in an abstract underwater world and determined to kick forward into the light. It is inspired by the idea that the human race is born with a survival instinct and can overcome obstacles, from the moment people come into the world and take their first breath. English actress Lena Headey, best known for playing Cersei Lannister in Game of Thrones, voices the spot, and Hollywood musician and composer Daniel Hart provided original music. The work was created by Jack Smedley and George Hackforth Jones and directed by Aoife McArdle through Somesuch.