While Bryan Cranston may be more au fait with handling blue substances after years of playing Walter White in Breaking Bad, the actor can be seen curiously pawing an orange in a fresh spot for Alzheimer’s Research UK.
The ad is the latest in the charity's 'Share the Orange' campaign, which launched in 2016, with the aim to get people thinking differently about the condition. It hopes to challenge the perception that dementia is little more than a by-product of age.
Cranston, who lost his mother Peggy to the disease in 2004 has lent his support to the initiative by imploring viewers to share a short film on their social media channels to raise awareness.
At the centre of the two-minute film, which uses a blend of film, stop-motion and CGI animation, is an orange that gradually strips away to demonstrate how the diseases that cause dementia, most commonly Alzheimer’s, physically attack the brain.
To date, the original 2016 'Share the Orange' short has been viewed over 15m times and shared by 2.4 million people.
Hilary Evans, chief executive of Alzheimer’s Research UK, said: “Bryan Cranston’s support of our 'Share the Orange' campaign will help bring global attention to an important truth – that dementia is not an inevitability of age, but is caused by diseases that we can fight.
"By sharing this film and joining the millions who shared our first campaign film, we can educate and inspire around dementia, and make it our next great medical research success story.
"Research has made major breakthroughs in other disease areas in the past generation, and people with dementia must now benefit from the same."