Is reality too distressing for a commercial? The Long Goodbye, created by New Commercial Arts for Alzheimer’s Society, launched to great applause. But that applause was quickly countered by censure. The UK’s ASA received nearly 130 complaints that the film, that shows how dementia slowly devastates the lives of people living with the condition as well as their loved ones, was criticised for being too distressing.

For the campaign’s client, and no doubt for the loved ones of those with dementia, “This is a reality of dementia we hear so often at Alzheimer’s Society.”   

“Both carers and people living with the condition can experience multiple losses over the course of the disease. The advert shows the way in which grief shows up through the symptoms experienced, the relationships it touches, and where parts of a person’s self can be taken away as the condition progresses.”

The commercial is very close to reality. It was co-produced with people directly affected by dementia. The idea was based on the insights of the hundreds of people interviewed and the script was even written by New Commercial Arts creative, Jules Middleton and Peigh Asante, who drew on her own experience, having lost her dad to the disease two years ago.

The campaign films are eartbreaking. Dementia is heartbreaking. The film was directed by breakthrough director, Charlotte Regan, with the flashback scenes serving as real insights into the life-long stories of people living with the condition.

There are currently 900,000 people living with dementia, making it the UK’s biggest killer, according to Alzheimer’s Society. The public also is not aware of the scale of the problem, with nearly 80% of people unaware that one in three people born in the UK today will get dementia. The campaign was intended to convey hope as well as trigger support for its services – to make dementia a priority, to help it to fund research, diagnosis and treatment.

In the same week, NCA’s rebrand campaign for Nationwide received 282 complaints (including from rival Santander) questioning its claim that, unlike other banks, it wasn’t closing branches. The TVCs include a voicever claim that, “Unlike the big banks, we’re not closing our branches. Nationwide, a good way to bank.” Some branches have closed and others have reduced their hours but the bank will not close any more banks until 2026. The ads were banned. The campaign series launched in October 2023 and covers TV, radio and press.