Most advertising messages about Alzheimer's have the objective of raising funds to support people who suffer from this illness. In our case, the message is directed to all the people that have to nurture their relatives with Alzheimer's, a task that can result in depression and constant anguish. The Association offers a special phone line to help these people handle this difficult situation.The spot focuses on a woman staring into space as she pours a cup of coffee, overfilling the cup. Once finished she lifts a tray and turns round to reveal her mother sat behind who suffers from Alzheimer's.