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TV ad showing Santa with dementia ‘not too upsetting for children’ The Guardian


TV ad showing Santa with dementia ‘not too upsetting for children’

Advertising Standards Authority rules Alzheimer’s Research UK Christmas campaign was sensitively handled

The Alzheimer’s Research UK Christmas television advert that depicted Santa forgetting Christmas.
The Alzheimer’s Research UK Christmas television advert depicted Santa forgetting Christmas. Photograph: Alzheimer’s Research UK

A TV campaign that shows Santa forgetting Christmas after developing dementia has been cleared by the ad watchdog following complaints it was offensive and could distress children.

The festive campaign, called Santa Forgot, was run by the charity Alzheimer’s Research UK to raise awareness of dementia and help boost donations.

The two-minute clip, narrated by Stephen Fry and animated by Aardman, the studio behind Wallace and Gromit, tells the story of a girl called Freya who asks her father about Santa, who no longer delivers presents because he has dementia.

In the ad the girl goes to the North Pole to save Father Christmas, offering support and encouraging his redundant elves to become researchers to find a way to cure the disease…..https://www.theguardian.com/media/2017/feb/15/santa-dementia-alzheimers-research-uk-tv-ad-cleared-asa-distressing-children?utm_source=esp&utm_medium=Email&utm_campaign=Media+briefing+2016&utm_term=213531&subid=11463381&CMP=

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