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Alzheimer's might be a sad deteriorating disease, but the Alzheimer Association Turkey campaign has decided to make light of it in a tasteful way to gain attention while not putting a damper on the rest of a viewer's day. It depicts an old granny knitting away happily. Only she has gone way past the finish line. What was supposed to be a glove for a regular woman could now be used by Reed Richards, also known as Mister Fantastic.

The Alzheimer Association Turkey campaign was conceived and executed by the McCann ad agency branch based in Istanbul, Turkey. It ominously reads, “Before it gets any further…." While knitting a very long glove may be harmless, the image will bring up other more dangerous scenarios that should be avoided.