Celebrities including Jo Brand, James Cracknell, Meera Syal, Robbie Savage, Richard Madeley and Judy Finnigan are supporting Alzheimer's Society's United Against Dementia campaign, featuring a TV ad narrated by Bill Nighy.

The ad, directed by Oscar and BAFTA nominated Daniel Barber and set to an original score by Goldfrapp's Will Gregory, highlights 'issues that can cause divisions in society', such as age or opinions on the recent EU referendum, and sees opposing pairs setting their differences aside to unite against dementia. Cracknell commented 'It’s now time for us to come together and unite against dementia with Alzheimer’s Society. We owe it to our children… this is important!'.