AIS London creates animated advert for Alzheimer’s Research UK

AIS London has launched a new animated advertising campaign for Alzheimer's Research UK that aims to shed light on the impact of the disease.

The #sharetheorange campaign is based around a 90-second animated film produced by Wallace and Gromit creators Aardman Animations, which features actor Christopher Eccleston, reports Campaign.

Using stop-motion techniques, the video uses the peeling and dissecting of an orange as a metaphor for how Alzheimer's can cause the brain to lose up to 140 g in weight – around the same as an orange.

The advert will run for two weeks on television and be accompanied by digital ads. It follows the charity's first TV ad last year, which featured the late Sir Terry Pratchett.

Hilary Evans, the chief executive of Alzheimer's Research UK, said: "We must stop fearing dementia as something that just happens as we age and focus on fighting the diseases, most commonly Alzheimer's, that are the root cause of it."

The purpose of the campaign will be to push for the same research advances into dementia as have recently been achieved for diseases such as cancer and AIDS.