The older lady in this spot for ICM – an organization dedicated to fighting Alzheimer’s – displays an enviable degree of physical abilities. With not a single sign of breathlessness, she quickly climbs the many stairs up to her apartment. She says hello to her husband, who is apparently not quite as agile, preferring to spend his time at home tinkering around with radios. Affectionately, she hands him the baguette she has just been out to buy. Yet he just adds it to the pile of others his wife has already purchased today. It would be nice, says the campaign, if, as one ages, one were able to keep one’s mental abilities too.