John Lewis move aside… Alzheimer’s Research Christmas advert warms the heart with tale of a girl who saves Santa from the disease
IMAGINE a world where Santa forgot, where the magic of Christmas is lost.
That heartbreaking reality is brought to life today in a new and striking festive animation that aims to convey a vital, life-saving message.
Alzheimer's disease could strike any one of us.
It could tear apart our memory, leave us distant from our loved ones, and isolated in a world that feels alien and alone.
The most common form of dementia does not discriminate, it does not exclusively target the elderly - it can affect anyone, of any age, at any time.
Even Santa!
That's the message behind the Alzheimer's Research UK's Christmas campaign, which launches today.
The attention-grabbing animation that tells the story of a world where the magic of Christmas is lost because Santa is living with the effects of dementia, no longer visiting children across the world on Christmas Eve.
From the moment I was told about Santa Forgot I wanted to lend my support – it is an inspiring and beautiful take on a Christmas tale
Stephen Fry
But, despite the hard-hitting message, there is hope.
And it is championed by a little girl called Freya.
Learning about Santa's condition, Freya travels to the North Pole.
There she offers support to Santa's redundant elves, inspiring them back into action.
She tells them Santa has a disease, but adds that research can find a way to fix it - that together they can find a cure.
The heartwarming tale has a serious message - that only with world-leading research, new approaches and innovative thinking can Alzheimer's and dementia be defeated.
Dementia has overtaken heart disease as the leading cause of death in England and Wales for the first time, NHS figures released this week revealed.
Deaths attributed to the disease have more than doubled in the last five years and across the world it represents one of the biggest health challenges of modern times.
More than 850,000 people in the UK have dementia - and the disease has a huge impact on their families and loved ones.
Yet, there is still no cure.
Stephen Fry, who narrates the animation, urged people to get behind the campaign, which asks viewers to donate as much as they can this Christmas to help fund this vital research.
"From the moment I was told about Santa Forgot I wanted to lend my support - it is an inspiring and beautiful take on a Christmas tale," he said.
"I urge people up and down the country to get behind the campaign, so we can fuel the fight against dementia and take a step forward to making it history."
While Fry's voice is almost instantaneously recognisable, his is not the only voice to share this message.
Central to the animation's powerful impact, is Freya, the little girl so determined to help Santa.
The character is voiced by 21-year-old Ciana Ayre, from Devon, an interior design student for whom the devastating reality of Alzheimer's is all too familiar.
Along with their mum, Liz, 51, the girls are giving their support to the Christmas campaign, in the hope that other families won't have to face the horrific ordeal they have.
"Santa Forgot is a poignant and powerful reminder that dementia doesn't discriminate," she said.
"We have to be provocative about dementia to help fight misconceptions and fatalism around the condition."
The idea that Santa - such an important cultural figure - could be affected by Alzheimer's too, "drives home the point that dementia can strike those most special in our lives", Ms Evans said.
"Dementia is one of our most feared conditions, but misunderstanding persists that it is an inevitable part of ageing," she added.
"We have made enormous strides against diseases like cancer and AIDS, and with the right research we can do the same for dementia.
"Santa Forgot reminds us to believe in the power of research."