Directed by James Rouse of Biscuit Filmworks for London-based agency New Commercial Arts, this film for the Alzheimer’s Society in the U.K. follows Adam and Laura and the struggles their relationship faces, from the moment Adam first experiences the early stages of dementia and the continuation as his condition deteriorates. Over the film we hear Laura narrating her marriage vows, creating a powerful juxtaposition with what would have been one of the happiest days of her life to the most testing times of their relationship. During the couple’s struggles we see the arrival of an Alzheimer’s Society dementia adviser who provides vital support to both Adam and Laura.
Titled “The Ultimate Vow,” the film ends with a call for donations to “help end the devastation caused by dementia,” narrated by Colin Firth, so that Alzheimer’s Society can continue raising vital funds, and give help and hope to those living with dementia.
New Commercial Arts’ Jules Middleton, a creative on the campaign, shared, “My Dad was diagnosed with dementia in his 60s, just at the start of my creative career, so I have lived through the devastation it causes. My Mum told me if she had fully understood what the ‘in sickness’ of her wedding vows actually meant, she was unsure she would have committed to them. But luckily for me, she did, and that promise (and relationship) is what created the kernel of the idea for ‘The Ultimate Vow.’
“Dealing with dementia can leave you feeling hopeless and completely disempowered,” continued Middleton, “but through this project I have regained a little bit of that power back. Hopefully, through raising awareness of Alzheimer’s Society, more people will support their work and can access their services to get a little bit of power back in their lives too.”
Director Rouse said, “I wanted to work on ‘The Ultimate Vow’ for a variety of reasons. As a storyteller the script moved me greatly, the power of long-lasting love and commitment through the toughest of times. I knew I would love the opportunity to work with the right performers to bring these complex emotions alive. But I also wanted to work on the film for personal reasons, to make a small contribution to helping those living with this terrible condition. I, like many, have witnessed first-hand how it can affect both the person with the condition, and those that care for them, and it’s brutal. I sincerely hope that our film makes a difference.”
