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26 September 2019

Got fruit?

by Andrew MacGregor

Alzheimer's Research UK: “Samuel L Jackson” - 2 mins

Samuel L. Jackson is the latest celebrity to front Alzheimer's Research UK's 'Share the Orange' campaign, and there's nary an expletive to be heard. Instead, the 'Pulp Fiction' and 'Avengers' actor candidly discusses how dementia wreaks havoc on the human brain - one cell at a time.

This is illustrated by an orange tree courtesy of Aardman Animation, which shows a vibrant cluster of memories, thoughts, and dreams can become withered beyond repair. The amount of brain tissue lost is around 147 grams, but the true damage is immeasurable.

Like Christopher Eccleston and Bryan Cranston before him, Jackson delivers a humble, matter-of-fact performance that puts the advertised charity in the spotlight. Brave is the man or woman who rejects a piece of fruit from Jackson, too.

Creative Agency: Giant Owl Productions Ⓟ Ⓦ
Director: Magdalena Osinska ♀

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