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Alzheimer's Research UK “Change The Ending” 2024

Alzheimer's Research UK “Change The Ending” (2024) is an Alzheimer's Research UK commercial directed by Againstallodds for Above+Beyond. It won 6 awards, including Epica 2023 Gold Public Interest – Health & Safety, Clio 2024 Silver — Film Craft / Animation and British Arrows 2024 Craft Silver — Writing.

A princess and prince live happily ever after until an invisible force, dementia, robs him of his charm and wit, turning him into a stranger.

Video: Alzheimer's Research UK on YouTube

Shot by shot

  1. A young woman in a green dress holds a sword, confronting a large green dragon with glowing red eyes amidst a burning village.© Alzheimer's Research UK0:00
  2. A knight in shining armor and a woman in a green dress ride a white horse through a sunny, green landscape, looking happy and relieved.© Alzheimer's Research UK0:08
  3. An animated prince, with dark hair and a beard, looks up with a worried expression from behind a wooden railing in a brightly lit, ornate castle interior.© Alzheimer's Research UK0:18
  4. An animated prince, dressed in white and orange, looks distressed and then sad as he stands in a sunlit, ornate room.© Alzheimer's Research UK0:30
  5. An animated man with a beard and green uniform looks distressed, holding his hands up as if confused, in a dimly lit room with a red costume on a mannequin.© Alzheimer's Research UK0:38
  6. An animated man with a beard and dark hair, wearing a light-colored tunic, walks through a dark, misty forest, looking distressed.© Alzheimer's Research UK0:54
  7. A man with a beard and dark hair, wearing a grey shirt, looks around with a scared expression in a dark, misty forest.© Alzheimer's Research UK0:59
  8. A man with a beard and messy hair, wearing a light shirt, reaches out with a scared expression in a dark, stylized forest.© Alzheimer's Research UK1:01
  9. A woman in a dark hooded cloak looks distressed, facing a man whose face is obscured, in a dark, stylized animated forest.© Alzheimer's Research UK1:06
  10. A young woman with red hair and a dark hooded cloak looks up with a worried expression, holding an umbrella in the rain.© Alzheimer's Research UK1:14
  11. An animated woman with long red hair carries a man with a beard and dark clothes through a rainy, dark, ornate hallway.© Alzheimer's Research UK1:26
  12. A woman in her 60s with short brown hair and a green shirt looks down and smiles, then her expression changes to sadness, in a dimly lit room.© Alzheimer's Research UK1:38

Stills © Alzheimer's Research UK. Made by Above+Beyond and Againstallodds.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A fairytale ending rewritten by dementia.

Tagline: “You can change the ending.”

fairytale retellingmetaphorical illnesshero's journey subvertedcaregiver's struggleloss of selfunseen enemy

The cut

Length
120 s
Shots
39
Average shot
3.1 s
Format
animation 2d

What creatives use Alzheimer's Research UK “Change The Ending” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Alzheimer's Research UK “Change The Ending”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young woman in a green dress holds a sword, confronting a large green dragon with glowing red eyes amidst a burning village.© Alzheimer's Research UKA knight in shining armor and a woman in a green dress ride a white horse through a sunny, green landscape, looking happy and relieved.© Alzheimer's Research UKAn animated prince, with dark hair and a beard, looks up with a worried expression from behind a wooden railing in a brightly lit, ornate castle interior.© Alzheimer's Research UKAn animated prince, dressed in white and orange, looks distressed and then sad as he stands in a sunlit, ornate room.© Alzheimer's Research UK
    Frames from Alzheimer's Research UK “Change The Ending”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Alzheimer's Research UK “Change The Ending” in order, with its length, framing and what happens in it.

    A young woman in a green dress holds a sword, confronting a large green dragon with glowing red eyes amidst a burning village.© Alzheimer's Research UKA knight in shining armor and a woman in a green dress ride a white horse through a sunny, green landscape, looking happy and relieved.© Alzheimer's Research UKAn animated prince, with dark hair and a beard, looks up with a worried expression from behind a wooden railing in a brightly lit, ornate castle interior.© Alzheimer's Research UKAn animated prince, dressed in white and orange, looks distressed and then sad as he stands in a sunlit, ornate room.© Alzheimer's Research UKAn animated man with a beard and green uniform looks distressed, holding his hands up as if confused, in a dimly lit room with a red costume on a mannequin.© Alzheimer's Research UKAn animated man with a beard and dark hair, wearing a light-colored tunic, walks through a dark, misty forest, looking distressed.© Alzheimer's Research UK
    Length: 120 s · Shots: 39 · Average shot: 3.1 s · Format: animation 2d

  3. 03Ad ideas: every spot built on a unseen enemy

    Before you present an idea, you need to know who has done it, and how.

    Alzheimer's Research UK “Change The Ending” is built on a unseen enemy. Search the library by idea to see every spot that uses it.

    Electrolux “Jungle”© ElectroluxElectronic Arts “Battlefield 6 Cinematic Cutscenes”© Electronic ArtsBBC “Nightsleeper”© BBCHistory Channel “Vikings Season 5 Teaser ‘Marco”© History Channel
    Electrolux · Electronic Arts · BBC · History Channel

More commercials by Againstallodds

  • Lotería de Navidad "Justino" (2016) commercial still© Lotería de NavidadLotería de Navidad “Justino” 2016Dir. Againstallodds · Leo BurnettEl Ojo de Iberoamérica Gold 2016
  • Spanish Lottery "Justino" (2015) commercial still© Spanish LotterySpanish Lottery “Justino” 2015Dir. Againstallodds · Leo Burnettshots Awards Gold 2016
  • Dove "Real Virtual Beauty" (2023) commercial still© DoveDove “Real Virtual Beauty” 2023Dir. Againstallodds · LOLA MullenLoweEl Ojo de Iberoamérica Silver 2023
  • McDonald's "Inner Child" (2021) commercial still© McDonald'sMcDonald's “Inner Child” 2021Dir. Againstallodds · Leo BurnettCreative Circle Silver 2021
  • BBC "The Greatest Show On Earth" (2016) commercial still© BBCBBC “The Greatest Show On Earth” 2016Dir. Againstallodds · RKCR/Y&RBritish Arrows Silver 2016
  • Barbour "One of a Kind-ness" (2023) commercial still© BarbourBarbour “One of a Kind-ness” 2023Dir. AgainstalloddsCreative Circle Bronze 2023

More from Above+Beyond

  • Mulberry "Mulberry Softie" (2023) commercial still© MulberryMulberry “Mulberry Softie” 2023Dir. Joshua Stocker · Above+BeyondCreative Circle Bronze 2023
  • Premier Foods "OXO - Chef Maya" (2024) commercial still© Premier FoodsPremier Foods “OXO - Chef Maya” 2024Dir. Ben Tonge · Above+Beyond
  • BoyleSports "Don’t Just Bet. Choose Wisely" (2023) commercial still© BoyleSportsBoyleSports “Don’t Just Bet. Choose Wisely” 2023Dir. Dom Goldman · Above+Beyond
  • Proper Chips "Alan the Flying Cowboy" (2022) commercial still© Proper ChipsProper Chips “Alan the Flying Cowboy” 2022Dir. Jack Brown · Above+Beyond
  • OnePlus "Never Settle" (2019) commercial still© OnePlusOnePlus “Never Settle” 2019Dir. Sam Jones · Above+Beyond
  • Ornua UK "Pilgrim's Choice - Charlie's Dreams" (2018) commercial still© Ornua UKOrnua UK “Pilgrim's Choice - Charlie's Dreams” 2018Dir. Joseph Mann · Above+Beyond

Award-winning health & pharma commercials

  • Novartis "Relax Your Tight End" (2026) commercial still© NovartisNovartis “Relax Your Tight End” 2026Dir. Eric Wareheim · FallonClio Awards Grand Prix 2026
  • Psp "Birds Never Forget To Fly" (2025) commercial still© PspPsp “Birds Never Forget To Fly” 2025Dir. Giorgi Okmelashvili · PlaymakersADC Europe Grand Prix 2025
  • Viatris "Make Love Last" (2025) commercial still© ViatrisViatris “Make Love Last” 2025OgilvyClio Awards Grand Prix 2025
  • Biogen "Friedreich and I" (2026) commercial still© BiogenBiogen “Friedreich and I” 2026Dir. Pablo Arreba · VML Health SpainADC Awards Gold 2026
  • Kaiser Permanente "Moving All To One" (2026) commercial still© Kaiser PermanenteKaiser Permanente “Moving All To One” 2026Dir. The Sacred Egg · Droga5shots Awards Gold 2026
  • Healthline "For All I Know" (2026) commercial still© HealthlineHealthline “For All I Know” 2026Dir. Sam SabawiiWebby Awards 2026

Questions

Who directed the Alzheimer's Research UK “Change The Ending” commercial?

Againstallodds directed it, for the agency Above+Beyond.

Which agency made Alzheimer's Research UK “Change The Ending”?

Above+Beyond created it for Alzheimer's Research UK (2024).

What awards did Alzheimer's Research UK “Change The Ending” win?

6 awards, including Epica 2023 Gold Public Interest – Health & Safety, Clio 2024 Silver — Film Craft / Animation, Epica 2023 Silver Animation and British Arrows 2024 Craft Silver — Writing.

What is the tagline of Alzheimer's Research UK “Change The Ending”?

“You can change the ending.”

Sources for the credits and awards

britisharrows.comwinners.epica-awards.comwinners.epica-awards.comclios.com