At first this Alzheimer’s prescription ad seemed a bit cruel and I’m uncertain of it’s saleability, but I think there’s an underlying message that might not be so obvious and might be less insidious than at first blush.

All of those in the mirror reflection are either in working or education garb. So maybe part of the message is, There’s work to be done here and you can do it; you’ve done it in the past, so let’s keep on keeping on. It also seems to be saying, Look yourself in the mirror and remember who you are. I’m not saying that Alzheimer’s patients are responsible for not remembering (at all), but the ad may be asking people to shore up against the disease (both patients and those close to them). In some ways, that could be cynical to ask. But, the ad seems to be trying to say, We can help with what makes that seem cynical. And on the other hand, perhaps it’s an attempt to motivate people to keep on trying (which, admittedly, has its own cynical interpretation). I suppose both of those observations fall under one and the same: Remember who you are, you’ve done it in the past, and, So come on, then!–they’re both about motivation and hope, which are both about dollars for the pharmaceutical company. And at the most basic level, they’re about remembering when you’ve got a disease that hinders memory. They’re provocative and maybe too provocative, but that’s my attempt at reading them generously…

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