In everything we do, Lilly strives to tear down the preconceived notions, skepticism and cynicism about pharmaceutical companies and show that we are in fact a medicine company who is willing to put health above all.

For patients with Alzheimer's disease and their family members, that means continuing to invest heavily in effective treatments for more than 30 years, regardless of the challenges and expense.

Those impacted by the disease may feel like others have walked away from the fight against Alzheimer’s disease. This ad is our promise that we haven't forgotten them.

The story is based on a simple insight: People with Alzheimer's disease take notes to remember, but they should be able to take medicine instead.

The narrative experience the directors created with this spot all stems from having the audience lean in early. To actively participate in the character’s journey in a way where they’re piecing together what our subject matter is even before we state it out loud.

The notes start out innocent. Little reminders that could easily speak to somebody who’s just moved into a new house.

But, as the story evolves, so does the tone of the notes. We shift from logistical reminders, to safety, relationships, and even attempts to hold on to a sense of who they are.

This allowed us to share an intimate look of what it feels like living with this condition.

Though still airing, the film has already sparked huge interest in Lilly’s work and their commitment to Alzheimer’s patients. In one month, the film garnered 682 million impressions. But the film not only caught people’s attention, it also motivated them to research about Alzheimer’s patients and Lilly. In its first week launching, there was a +130% spike in searches for “Lilly and Alzheimer’s” and a +110% spike in searches for “Eli Lilly and Alzheimer’s.”

The film accomplished what it set out to do: in a society that may have forgotten about Alzheimer’s patients, this film make people remember them. Because ultimately the biggest success is giving people hope. As one person impacted said of the film: “There is hope. It’s such a horrible disease and most of the time patients are in limbo and families have to suffer that in silence. There is hope and medicine can meet that hope."