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. 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)
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?)
Por si viene mi papá. (My father should be here soon.)
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)
The Alzheimer campaign was developed at Leo Burnett Lisboa, Lisbon, by creative director/copywriter/art director Fernando Bellotti, copywriter R. Corsaro, art director P. Arêas, agency producer Cristina Almeida, and account supervisor Sofia Barros, working with IAC marketing manager Dra. Manuela Eanes.
Music for the Alzheimer spot was written by Portugese composer Manuel Faria (1916 – 1983).
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).