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 take notes to remember, but they should be able to take medicine instead.

This is a story about the human spirit’s instinct to persevere.

The directors convey the complex nature of Alzheimer’s by capturing the dichotomy of life with the disease – the struggle, frustration, and fear as well as the levity, happiness, and love. A subtle narrative arc reveals a character in conflict with their own fading mind, while learning to cope in a way that feels both grounded, uplifting, and rooted in genuine truth.

The directors cast a non-professional actor with Alzheimer’s, whose unadorned portrayal instantly creates a genuine, empathetic connection with the audience.

The cinematography captures two distinct yet symbiotic story worlds: the “present” and the “memories,” evoking intimacy and creating emotional resonance with the viewers.