Alzheimer’s Society

The Ultimate Vow

Agency: New Commercial Arts


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.

The film ends with a call for donations to ‘help end the devastation caused by dementia’, narrated by Colin Firth, so that Alzheimer’s Society can continue raising vital funds, and give help and hope to everyone living with dementia.

Alongside the film, portraits of three real life couples shot by Mary McCartney will run across OOH, Press & Social. Each portrait tells the story of when the couple first made their own commitments 'in sickness and in health' and how Alzheimer’s Society has ‘vowed’ to do the same since the relationship first started between the charity and the couple.

Media planning and buying was managed by MediaLab.

This professional campaign titled 'The Ultimate Vow' was published in United Kingdom in March, 2023. It was created for the brand: Alzheimer’s Society, by ad agency: New Commercial Arts. This Integrated medium campaign is related to the Public Interest industry and contains 4 media assets. It was submitted about 1 year ago.


Campaign: The Ultimate Vow
Brand: Alzheimer’s Society
Agency: New Commercial Arts

Alzheimer’s Society:

Exec Director of Fundraising and Marketing: Alex Hyde-Smith
Associate Director, Brand & Marketing: Harriet Foxwell-Corden
Senior Marketing Manager: Victoria Evans
Marketing Executive: Laura Parsons
Marketing Executive: Ellie Jerman

New Commercial Arts:

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

Film Production:

Production Company: Biscuit Filmworks
Director: James Rouse
Producer: Benji Howell
Exec 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 @ Manderley Music
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:


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