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Alzheimer's Research UK “First Breath” 2019

Alzheimer's Research UK “First Breath” (2019) is an Alzheimer's Research UK commercial directed by Aoife McArdle, produced by Somesuch. It won one award: shots Awards Europe 2019 Gold — Best Use of Sound Design in a Commercial.

A baby's underwater journey symbolizes the innate human drive to survive, highlighting the urgent need to cure Alzheimer's, a disease no one has yet survived.

Video: Aoife McArdle on Vimeo

Shot by shot

  1. A baby, silhouetted against a bright light, floats in dark water, with light rays and particles visible.© Alzheimer's Research UK0:40
  2. A bright light source shines through falling rain or dust particles in a dark, ambiguous space, creating a lens flare.© Alzheimer's Research UK1:09
  3. Bubbles rise through dark water, illuminated by a bright light source from above, creating a dynamic and abstract visual.© Alzheimer's Research UK1:16
  4. The Alzheimer's Research UK logo and tagline appear on a white background, with a faint texture resembling clouds or smoke.© Alzheimer's Research UK1:19

Stills © Alzheimer's Research UK. Made by Somesuch and Aoife McArdle.

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

The idea

Baby's underwater journey symbolizes survival instinct against Alzheimer's.

Tagline: “Make breakthroughs possible”

symbolic journeyunderwater worldinnate human drivehope for a curecontrast of innocence and threatblack and white aesthetic

The cut

Length
90 s
Shots
15
Average shot
6.0 s

What creatives use Alzheimer's Research UK “First Breath” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Alzheimer's Research UK “First Breath”? 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 baby, silhouetted against a bright light, floats in dark water, with light rays and particles visible.© Alzheimer's Research UKA bright light source shines through falling rain or dust particles in a dark, ambiguous space, creating a lens flare.© Alzheimer's Research UKBubbles rise through dark water, illuminated by a bright light source from above, creating a dynamic and abstract visual.© Alzheimer's Research UK
    Frames from Alzheimer's Research UK “First Breath”

  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 “First Breath” in order, with its length, framing and what happens in it.

    A baby, silhouetted against a bright light, floats in dark water, with light rays and particles visible.© Alzheimer's Research UKA bright light source shines through falling rain or dust particles in a dark, ambiguous space, creating a lens flare.© Alzheimer's Research UKBubbles rise through dark water, illuminated by a bright light source from above, creating a dynamic and abstract visual.© Alzheimer's Research UK
    Length: 90 s · Shots: 15 · Average shot: 6.0 s

  3. 03Ad ideas: every spot built on a symbolic journey

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

    Alzheimer's Research UK “First Breath” is built on a symbolic journey. Search the library by idea to see every spot that uses it.

    WWF “In Hot Water”© WWFLacoste “Crocodile Inside”© LacosteLevi's “Use Your Vote”© Levi'sAudi “Commander”© Audi
    WWF · Lacoste · Levi's · Audi

More commercials by Aoife McArdle

Award-winning public service & ngo commercials

  • WWF "In Hot Water" (2025) commercial still© WWFWWF “In Hot Water” 2025Dir. Yannis Konstantinidis · NOMINTClio Awards Grand Prix 2025
  • Fire and Emergency New Zealand "You’re Cooked" (2024) commercial still© Fire and Emergency New ZealandFire and Emergency New Zealand “You’re Cooked” 2024Motion SicknessEffie Awards Grand Prix 2024
  • truth "Depression Stick" (2023) commercial still© truthtruth “Depression Stick” 2023Mojo SupermarketEffie Awards Grand Prix 2023
  • New Zealand Government "Unite Against COVID-19" (2022) commercial still© New Zealand GovernmentNew Zealand Government “Unite Against COVID-19” 2022Clemenger BBDOEffie Awards Grand Prix 2022
  • OCEDEL "Firefly Man" (2016) commercial still© OCEDELOCEDEL “Firefly Man” 2016Dir. Wataru Sato · DRILLAdFest Grand Prix 2016
  • Epuron / German Ministry for the Environment "Power Of Wind" (2008) commercial still© Epuron / German Ministry for the EnvironmentEpuron / German Ministry for the Environment “Power Of Wind” 2008Dir. The Vikings · Nordpol+Eurobest Grand Prix 2007

Questions

Who directed the Alzheimer's Research UK “First Breath” commercial?

Aoife McArdle directed it, produced by Somesuch.

What awards did Alzheimer's Research UK “First Breath” win?

1 awards, including shots Awards Europe 2019 Gold — Best Use of Sound Design in a Commercial.

What is the tagline of Alzheimer's Research UK “First Breath”?

“Make breakthroughs possible”

Sources for the credits and awards

shots