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    Top Spot of the Week: Above+Beyond, againstallodds “Change The Ending” For Alzheimer’s Research UK

    By SHOOTUpdated:No Comments5657 Views

    Alzheimer’s Research UK, creative agency Above+Beyond and Passion Pictures have launched a heartbreaking animated film to bring to life the “happily ever afters” that dementia has stolen.  
     
    Despite the fact that millions in the U.K. will go through a devastating journey with dementia, there is still a startling lack of awareness about the devastating effects of the condition. Alzheimer’s Research UK has revealed that less than half (49%) the British public can name memory loss as an effect of dementia, with over a fifth (22%) saying they have no idea how the condition impacts people.
       
    Titled “Change The Ending,” this film brings home the importance of Alzheimer's Research UK’s mission to find a cure, and urges the British public to stand with them and support their revolutionary research. 
     
    The Disney-style animated ad, created by Above+Beyond, begins with the quintessential fairytale ending, showing a prince slaying a dragon and riding off into the sunset with a princess, happily ever after. But, as the Oscar-winning Olivia Colman begins to narrate, we slowly realize that this isn’t the ending we all know and expect.

    The campaign film makes us witness the prince’s decline–at first forgetful, but then evolving into someone fearful, and physically weak–much to the concern and sorrow of a princess who remains stoic and committed to his care.  

    The two-minute piece ends with a match cut from animation to a real couple in live action, revealing that this isn’t a fairy tale but the devastating reality for the almost one million people in the U.K. living with dementia today, with someone developing the condition every three minutes. But there is a way to change the ending–through research.

    Via Passion Pictures, againstallodds directed the animation for “Change The Ending.” Live-action directors were Ben and Dan Tubby of Tubby Brother Films.

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    Credits

    Client Alzheimer’s Research UK Lorna Dawson, head of brand; Hannah Reynolds, brand manager. Agency Above+Beyond Dom Goldman, chief creative officer; Artem Bjork, Ash Prentice, Tim Van der Mee, creatives; Laura Graham, chief production officer; Annabel Jewers, Charlotte Jude and Elin Tiberg, producers; Andy Breese, head of design; Maria Kay, Kieran Rafferty, designers; Mike Phillips, Claudia Bennett, strategy directors. Animation Passion Pictures againstallodds, directors; Matt Saxton, animation producer; Belle Palmer, animation exec producer. Production Company–Live Action Tubby Brother Films Ben and Dan Tubby, live-action directors; Rosie Litterick, live-action producer. Postproduction No.8 London Ellie Thwaites, KIaren Noden, producers postproduction Music Wake the Town Tom Player, composer; Dom Bastyra, music. Media Planning/Buying Yonder Media Ed Cox, managing director.

    Media Type:Commerical: PSA
    ScreenWork Categories:Short film
    Screenwork Type:Top Spot
    Video Tags:Above+BeyondagainstalloddsPassion Pictures



    W+K Portland, Directors Daniel Wolfe and Jess Kohl Team On Tongue-In-Cheek Not YETI Campaign Spot

    Monday, November 17, 2025

    This holiday season, YETI, in partnership with Wieden+Kennedy (W+K) Portland, has launched a film to highlight the unintended consequences of gifting a YETI product to someone you love. “Don’t Get Them a YETI,” is a punchy cautionary tale with a wink, warning those considering gifting a YETI not to, because a world of adventurous highs and lows awaits and it might just be more than they bargained for.

    Directed by Daniel Wolfe and Jess Kohl of Love Song, with VO by Oscar- and Grammy-winning singer-songwriter and Yellowstone actor Ryan Bingham, the hero film opens with a YETI Tundra Cooler flying off the back of a truck and tumbling through the mud. This kicks off a kaleidoscopic fever dream of worst-case scenarios in the mind’s eye of the female lead. As she imagines what could unfold, bites to burns to rashes, to wet dogs to never ending slideshows, the witty voiceover rattles off reason after reason why giving a YETI is a terrible idea.

    But the truth is, every “disaster” looks kind of amazing. And as the adrenaline builds, so does her resolve. By the end, she commits. This might be the worst idea she’s ever had, but it’s also the best. She’s getting the YETI.

    The campaign embraces YETI’s core truth: it’s not just gear, it’s a gateway. A catalyst. And commitment to whatever comes with it. And YETI clearly has no problem beating up their own product in the process. Because they know it’s built to take it. From the mud to the rodeo to the back of a bush plane, these products are made for the ones who go too far—and the loved ones who enable them.

    “Don’t Get Them a YETI” flips the holiday script. It’s not just about gift guides and wrapping paper. It’s about understanding what you’re really giving... Read More

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