Alzheimer's Society: The Ultimate Vow

10.0

Media Type:

Film Film

Brand

brand

Agency

agency

Country:

United Kingdom

Industry:

Public Interest, NGO

New Commercial Arts, with charity client Alzheimer’s Society, have launched a new integrated campaign 'The Ultimate Vow’ which highlights the devastating effects of dementia and the charity's commitment to help end this devastation. The film, directed by James Rouse, follows Adam & Laura and the struggles their relationship faces, from the moment Adam first experiences the early stages of dementia and the continuation as his condition deteriorates. Over the film we hear Laura narrating her vows, creating a powerful juxtaposition with what would have been one of the happiest days of her life to the most testing times of their relationship. During the couple's struggles we see the arrival of an Alzheimer's Society Dementia Adviser and with this, vital support to both Adam and Laura.

Credits

Advertising Agency:

NCA, London, UK

Chief Creative Officer:

Ian Heartfield

Artistic Director:

Nici Hofer

Creatives:

Jules Middleton, Peigh Asante

Director of Production & Operations:

Matt Craigie-Atherton

Film Producer:

Lucie Georgeson

Print Producer:

Amanda Davies

Chief Executive Officer:

James Murphy

Business Director:

Miriam Goode

Senior Account Director:

Janki Shah

Chief Strategy Officer:

David Golding

Planning Partner:

John Blight

Project Director:

Sylvie Edwards

Production Company:

Biscuit Filmworks

Director:

James Rouse

Producer:

Benji Howell

Executive Producer:

Rupert Reynolds-Maclean

DOP:

Mark Wolfe

Production Designer:

Guy Thompson

Wardrobe Stylist:

Selina Wong

Editing Company:

Work Post

Editor:

Bill Smedley

Edit Assistant:

Rebecca Quinn

Edit Producer:

Antonia Porter

Post production:

Untold Studios

EP:

Tomek Zietkiewicz

Producer:

Simon Downie, Jordan Malonga

VFX Supervisor:

Ben Cronin

VFX Artists:

Kia Coates

Colourist:

Julien Alary

Colour Producer:

Eli Sandal

Audio Post Production:

Factory Studios

Sound designers:

Anthony Moore, Josh Campbell

Music Supervision:

Sean Craigie-Atherton

Composer/Arranger:

Guy Farley

Photographer:

Mary McCartney

Agent:

LGA

Production:

LGA

Retouching:

Hand of God

Design:

King Henry

Integration Director:

Nick Parker

Client Managing Director:

Owen Taylor

Business Director:

George Gwilliam

Senior Account Manager:

Emma Tipping

Account Manager:

Amy Bevis

Date:

March, 2023

Ad of the day

Ad of the Day | Pizza Hut: Every Four Years 9.8 Ad of the Day | Vue: Feel it Forever 9.0 Ad of the Day | Legora: Collaborate Seamlessly Law Just Got More Attractive 9.0

Latest News

DAWN's Campaign for Dutch Private Bank Van Lanschot Kempen Reframes Wealth Through the Lens of Time

Jun. 18, 2026

DAWN's Campaign for Dutch Private Bank Van Lanschot Kempen Reframes Wealth Through the Lens of Time

Created with acclaimed photographer Robin de Puy and production company 100%, the campaign explores the value of time for a new generation

PEDIGREE Launches Campaign to Honor Mutts and Change the Meaning of the Term in Brazil

Jun. 18, 2026

PEDIGREE Launches Campaign to Honor Mutts and Change the Meaning of the Term in Brazil

The campaign is a natural next step after the Caramelo platform, created by AlmapBBDO for PEDIGREE® in 2025