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Alzheimer’s Society “It’s Not Called Getting Old” 2023

Alzheimer’s Society “It’s Not Called Getting Old” (2023) is an Alzheimer’s Society commercial directed by Billy Boyd Cape for New Commercial Arts, produced by Academy. It won 9 awards, including British Arrows 2023 Craft Gold — Casting, Creative Circle 2023 Gold FILM CRAFT - Best Casting (single) and AICP Show 2023 Honoree Public Service Announcement.

An elderly couple's daily life is disrupted by the wife's repeated questions, revealing the heartbreaking reality of dementia.

Video: Billy Boyd Cape on Vimeo

Shot by shot

  1. A person in dark clothing struggles to make a bed with a pink floral comforter in a bedroom.© Alzheimer’s Society0:03
  2. A close-up shot shows an older woman with long blonde hair being gently brushed by another person's hand, in a dimly lit interior.© Alzheimer’s Society0:08
  3. Wrinkled hands of an older person struggle to peel an orange, revealing the fruit underneath, in a dimly lit interior.© Alzheimer’s Society0:09
  4. A senior woman with blonde hair, wearing a brown cardigan, sits at a dining table, peeling an orange, in a dimly lit dining room.© Alzheimer’s Society0:10
  5. An older man with white hair and glasses, wearing a dark blue sweater, stands in a kitchen holding two mugs, looking confused.© Alzheimer’s Society0:12
  6. An elderly man in a blue sweater and glasses stands over a breakfast table, talking to an elderly woman in a brown cardigan who is peeling an orange.© Alzheimer’s Society0:14
  7. A wide shot from inside a dark room shows a table and a window, through which two people in raincoats walk past a house on a sunny day.© Alzheimer’s Society0:18
  8. A woman with blonde hair and a man in a dark jacket stand in a dimly lit hallway, talking by a front door with frosted glass panels.© Alzheimer’s Society0:20
  9. An older man with white hair sits on a couch, seen from behind, while a woman with blonde hair sits beside him, smiling, in a dimly lit living room.© Alzheimer’s Society0:33
  10. A close-up shot shows an elderly person's wrinkled hand struggling to pick up food with a fork from a plate on a patterned tablecloth.© Alzheimer’s Society0:35
  11. A middle-aged woman and an elderly man lie in bed, covered by blankets, as the man appears to be talking in a dimly lit bedroom.© Alzheimer’s Society0:50
  12. A close-up shot shows an elderly person's hand, wearing a wedding ring, resting on a book in bed, then another hand gently covers it.© Alzheimer’s Society1:00

Stills © Alzheimer’s Society. Made by New Commercial Arts, Academy and Billy Boyd Cape.

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

The idea

Repetitive questions highlight the devastating impact of dementia on a loving couple.

Tagline: “It's not called getting old, it's called getting ill.”

elderly couplememory losscaregiver burdenrepetition for emphasisemotional revealeveryday struggles

The cut

Length
90 s
Shots
27
Average shot
3.3 s

What creatives use Alzheimer’s Society “It’s Not Called Getting Old” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Alzheimer’s Society “It’s Not Called Getting Old”? 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 person in dark clothing struggles to make a bed with a pink floral comforter in a bedroom.© Alzheimer’s SocietyA close-up shot shows an older woman with long blonde hair being gently brushed by another person's hand, in a dimly lit interior.© Alzheimer’s SocietyWrinkled hands of an older person struggle to peel an orange, revealing the fruit underneath, in a dimly lit interior.© Alzheimer’s SocietyA senior woman with blonde hair, wearing a brown cardigan, sits at a dining table, peeling an orange, in a dimly lit dining room.© Alzheimer’s Society
    Frames from Alzheimer’s Society “It’s Not Called Getting Old”

  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 Society “It’s Not Called Getting Old” in order, with its length, framing and what happens in it.

    A person in dark clothing struggles to make a bed with a pink floral comforter in a bedroom.© Alzheimer’s SocietyA close-up shot shows an older woman with long blonde hair being gently brushed by another person's hand, in a dimly lit interior.© Alzheimer’s SocietyWrinkled hands of an older person struggle to peel an orange, revealing the fruit underneath, in a dimly lit interior.© Alzheimer’s SocietyA senior woman with blonde hair, wearing a brown cardigan, sits at a dining table, peeling an orange, in a dimly lit dining room.© Alzheimer’s SocietyAn older man with white hair and glasses, wearing a dark blue sweater, stands in a kitchen holding two mugs, looking confused.© Alzheimer’s SocietyAn elderly man in a blue sweater and glasses stands over a breakfast table, talking to an elderly woman in a brown cardigan who is peeling an orange.© Alzheimer’s Society
    Length: 90 s · Shots: 27 · Average shot: 3.3 s

  3. 03Ad ideas: every spot built on a memory loss

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

    Alzheimer’s Society “It’s Not Called Getting Old” is built on a memory loss. Search the library by idea to see every spot that uses it.

    IKEA “Mornings”© IKEAThai Life Insurance “Unfading Love”© Thai Life InsuranceEgale “Help Us Remain”© EgaleAlzheimer Forschung Initiative (AFI) “The Glitch”© Alzheimer Forschung Initiative (AFI)
    IKEA · Thai Life Insurance · Egale · Alzheimer Forschung Initiative (AFI)

More commercials by Billy Boyd Cape

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  • Financial Times "Pink Room Madhu" (2026) commercial still© Financial TimesFinancial Times “Pink Room Madhu” 2026Dir. Sara Varga · New Commercial Arts
  • PG Tips "Live Life One Tea at a Time" (2025) commercial still© PG TipsPG Tips “Live Life One Tea at a Time” 2025Dir. Si & Ad · New Commercial Arts

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 Society “It’s Not Called Getting Old” commercial?

Billy Boyd Cape directed it, produced by Academy, for the agency New Commercial Arts.

Which agency made Alzheimer’s Society “It’s Not Called Getting Old”?

New Commercial Arts created it for Alzheimer’s Society (2023).

What awards did Alzheimer’s Society “It’s Not Called Getting Old” win?

9 awards, including British Arrows 2023 Craft Gold — Casting, British Arrows 2023 Craft Gold — Cinematography, Creative Circle 2023 Gold FILM CRAFT - Best Casting (single) and Creative Circle 2023 Gold FILM CRAFT - Best use of Original Music (single).

What is the tagline of Alzheimer’s Society “It’s Not Called Getting Old”?

“It's not called getting old, it's called getting ill.”

Sources for the credits and awards

britisharrows.comaicpawards.comweb.archive.org

Alzheimer’s Society “It’s Not Called Getting Old” (2023) Commercial by Billy Boyd Cape: Credits, Awards & Stills