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Remember the shocking ad Saatchi & Saatchi Paris once made for the AFA, the Association France Alzheimer? This is a new ad for the non-profit organization. It is less shocking as the other one, yet the message still remains..

This ad is one of the hardest ads I’ve ever seen. It’s a good example of shock-advertising.. It’s about people suffering from Alzheimer who don’t remember the things they did.