This holiday spot from Switzerland from photo book company iFolor tackles the issue of dementia sensitively, as well as gently reinforcing what the brand is all about.
As an elderly lady visits her husband in a nursing home, he doesn't appear to register her at all. Then, as she hands him a gift -- an iFolor photo book filled with old snaps -- we see, in flashbacks, the moment they first met as a beautiful young couple. The gift sparks a moment of lucidity for the man and they dance together in the autumn leaves. By the time the endline -- "make your greatest moments live forever" -- pops up, we can guarantee you'll be reaching for the Kleenex.
The ad is by Walker, Zurich and was directed by Nigel Cole ("Calendar Girls") and stars veteran actress Helen Ryan, who featured in the '80s film "The Elephant Man."