Alzheimer’s Ad- Sad or Savvy?

I spent almost a year volunteering at a home for Alzheimer’s and dementia patients when I was in high school. And the reality was, for a large number of the residents, that consensual physical relations were occurring everyday but the patients never remembered them taking place.

I am more comfortable with this ad, however comfort is the least of my concerns. They say the most effective advertising makes consumers feel sad, scared, or angry. Do you find this ad affective?