The Insight is that when you have dementia you don’t just die once, for loved ones witnessing this slow motion car crash, it’s like the person with dementia dies again, and again, and again. The script was written by creative (Jules Middleton) whose own father had become ill with dementia - as she puts it “as the things that made him uniquely my Dad - his sense of humour, his sound advice, his way with words, all went one after the other”. This film is our chance to show the richness of the life someone with dementia has had, showing them in all their different roles - as a Mum, a friend, a Sister, a Grandmother, and to highlight all that is lost when dementia, the cruelest of diseases, strikes. The objective of the commercial is to show that the charity is there for families every step of the way.

The director is a young recent BAFTA-nominee known for their incredible approach to casting, for telling non-cliched working-class stories, and directing in a way that brings depth, nuance, and light and shade (both humour and sadness are frequently combined in their work - to exquisite effect). The director’s feature film work has also covered the subject of grief in a very visually metaphorical way.