Alzheimer’s Patient Remembers Child Abuse

Instituto de Apoio à Crianças (IAC) provided a chilling reminder of the long-term effects of child abuse in ‘Alzheimer’, a television commercial made in Brazil and Portugal.

Hospital ward in Alzheimer TV ad

Ana, a young woman, visits a hospital to see her mother. As the conversation progresses, it becomes clear that the elderly woman is suffering from senile dementia. She has lost any awareness of who her daughter is. But her long term memory has become much more vivid. As she speaks to her daughter and the attending nurse, she relives a moment in which she asked her aunt to protect her from her father’s unwelcome attention.

The conversation is in Portugese. I’ve put here the Spanish and English translations. Anyone who can help with the Portugese please leave a comment or send me an email.

Hola mamá, soy yo, Ana
Hi Mom it’s me Anna

Hola…
Hello

Mucho gusto señora
It’s a pleasure to meet you

Cómo está, mamá?
How are you Mom?

Bien… Una tia mia me vino a visitar.
Fine. An aunt of mine came to visit.

Hoy le pedi que me esconda abajo de la cama.
I asked her to hide me under the bed.

Abajo de la cama?
Under the bed?

Si…
Yes

Por si viene mi papá.
My father should be here soon.

The super:
Un niño maltratado no lo olvida nunca mas.
A mistreated child never forgets.
Hable por Ellos. Llame al 800 202 651
Speak for them. Call 800 202 651

Hospital ward in Alzheimer TV ad

Credits

The Alzheimer campaign was developed at Leo Burnett, Lisbon, by creative director, copywriter and art director Fernando Bellotti, copywriter R. Corsaro, art director P. Arêas, and agency producer Cristina Almeida. Account supervisor was Sofia Barros. Advertiser’s supervisor was Dra. Manuela Eanes.
Filming was directed by Carlos Manga Junior with producer Regina Costa at Republika Filmes, Sao Paulo, who host Alzheimer’s as a 2.73 mb SWF video. Director of photography was Lito Mendes Rocha.

Post production was done at Bikini Pos Producao De Filmes LDA, Portugal. Sound was designed and arranged at Indigo.

Music for the Alzheimer spot was written by Portugese composer Manuel Faria (1916 -- 1983).

View Alzheimer’s on YouTube. Latin Spots host a 6 mb quicktime video of Alzheimer’s with Spanish subtitles.

Awards

Alzheimer’s won a gold Lion at Cannes International Advertising Festival, for Public Awareness Messages, a gold for Film: Public Service and Charity in the 2006 Art Directors Club of Europe Awards, and a Gold for Television in at FIAP 2006 (Festival Iberoamericano de la Publiciadl).

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This entry was posted on Monday, August 14th, 2006 at 8:11 pm and is filed under Inspiration, TV Ads Cinema and Online Videos. You can follow any responses to this entry through the comments feed. You can leave a response, or trackback from your own site.