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New Belgian TV Commercial Mercilessly Mocks Alzheimer's Suffers

But the payoff is good? So it's OK? Using humor in serious health PSAs is always tricky.

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It's for the Flemish League Alzheimer's Association.

I have two close relatives with Alzheimer's disease, and it's been absolutely terrifying watching both of them lose their memory, identity, and will to live.

What do you all think? Is the above commercial (Ad agency: Mortierbrigade, Brussels), which gets right to the funding issue, effective?

Or would rather see a scary, emotional approach, as portrayed below in a 2009 French spot by Saatchi & Saatchi Paris?

View this video on YouTube