Young German film director Eugen Merher is trying to make his mark in a highly competitive industry. He just hit a grand slam. His spec athletic footwear ad featuring a marathon runner who now lives with dementia in a long-term care facility has gone viral. He sent it to Adidas, but apparently they, like most of the dementia care “industry” (yes, there are exceptions, but not many) didn’t “get” it. Pity.
My original headline for this post was: “26-year-old director captures in 90 seconds what most dementia care professionals/providers haven’t grasped in 40 years,” but then I thought, hmmmmm, be kinder. However, that’s the truth of it. Like my vignettes featuring Alzheimer Annie, this ad depicts the heartbreak, frustration, and despair of being thought less than who you are, denied the things you love and locked in a place from which, in the real world, you will remain until you die with no hope of escape.
I pray one day there will be no more locked units anywhere, and the core concept of this video won’t be a fantasy but a real possibility.