This video is a love story. Undoubtedly the greatest love story ever told. It can be seen on YouTube under the title: "The best love story." It is also a story of dedication and sacrifice, solidarity, of redemption and holocaust. A love story between a father and son that transcends all cultures in all ages.

The pace of the video is slow, soft, contemplative. This let the emotions flow slowly. Perhaps the first minute may seem slow, but then it gains momentum and flock expressiveness, drama, emotion. The images come from a short film called "Most", a production of Eastwind Films directed by Bobby Garabedian.

The idea of the second ad campaign was a lucky break. One of the persons responsible for AFAL (Association for Families with Alzheimer’s in Spain) attended a conference and at the end of the sessions, came to know the city. He was accompanied by a tour guide, Elena, who enjoyed remembering all the relevant data from the history of the city. In that drive, Elena transmitted more than the art data: she made him live the spirit that remains on the stones, the dregs of history, the identity and feeling that time has stopped there, and which is still alive because every day someone reminds it to others.

In this guided tour, the manager of AFAL realized a terrible fact: we are what we keep in memory: in it are our roots, our loves, our history; without memory, we are nothing. If we forget what others did, and if we forget what we did and love, we were greatly reduced; we keep, simply, the most basic emotions of our primal brain.

Forgetting everything is what makes the Alzheimer patient to become a being in permanent farewell. This cruel disease robs the sufferer of his history approached from itself and requires the exclusive interpretation of others.How important it is in these situations that we know to give love … even if the patient does not notice! (Source:: Publicidad y Cine con Valores). Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of advertising and public relations. He is currently President of the European Institute of Marketing.

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