West Bromwich’s Sian Reeves back powerful shoestring ad asking people to give the gift of music this Christmas to people with dementia

A new powerful Christmas film, inspired by the John Lewis ad but this time demonstrating the unspoken power of music on the lives of families impacted by dementia, has touched the hearts of celebrities such as Sian Reeves who was born in West Bromwich, Sir Tony Robinson, Tony Christie, Tony Hadley and Sian Welby.

The Music for Dementia campaign conceived and shot the film in just ten days on a tiny budget, casting friends and family in the film to show how music can connect generations.

Former Cutting It, Emmerdale and Coronation Street actor, Sian Reeves said of the film: “It cuts right through the noise of Christmas advertising and goes straight to what actually matters – human connection. Having dementia in my family, I know this will resonate with thousands of people who feel forgotten by mainstream campaigns trying to sell us things we don’t need.”

The film opens with an old woman isolated and locked out of technology as she fumbles with a vinyl record and in a poignant moment, she contemplates putting CDs into her toaster. She is handed a children’s audio player by her six-year-old granddaughter. With the simple inserted of a card, the Yoto Player (designed for kids but brilliantly easy to use for all ages), instantly connects her with m4dRADIO, a radio station specifically designed to give those living with dementia non-stop access to music from different decades. Immediately, the family shares a special moment of connection across three generations, and the woman’s world becomes instantly brighter.

Capital Breakfast and This Morning presenter, Sian Welby, shared the film on Instagram where she said: “Music is so powerful for those suffering with dementia and in those moments where the music is playing, I get my dad back.”

Actor and author Sir Tony Robinson, whose parents lived with dementia, said: “Please watch this fabulous short video. It’ll pluck at your heartstrings far more vibrantly than any of the big supermarket Christmas ads and it has a great message.”

The film was also backed by singing legend Tony Christie, the only voice on the ad, who was diagnosed with dementia in January 2023. He said: “I love this film because I get it. Music is what connects us but for people with dementia, it’s not always so easy to access. I’m lucky in that I get to sing almost every day, but when it comes to listening to music, my granddaughter Deia will take charge of the tech. We listen to old songs together and I reminisce with her. It’s very special.”

Christie has recently recorded a new version of ‘Avenues & Alleyways’ with Spandau Ballet’s Tony Hadley for Hadley’s upcoming album ‘If I can Dream’. Having watched the film, Hadley commented: “Music has always been at the heart of everything I do – it’s what connects us all. Music for Dementia’s new Christmas film is so important; giving the music back this Christmas means giving people back precious memories and moments of connection and joy. If you know someone living with dementia, you’ll understand how much music matters.”

Amy Shackleton, Project Lead at Music for Dementia says: “John Lewis’s Christmas campaign articulates something Music for Dementia has been advocating for years – that music connects us. It’s great that they are helping shine a light on the power of music, but we’re mindful that the people that need music the most often find it hardest to listen to because of barriers with technology. That’s why we decided to make our own Christmas film – albeit in just a few days and with a shoestring budget! We think it packs an emotional punch and it’s heartening to see that so many celebrities do too. We’re thrilled to have their backing.”

Music for Dementia spent the last year working with families living with dementia to understand why they struggle to listen to music, redesigning its m4dRADIO interface in order to make it easier. It’s part of the charity’s Music Made Easy campaign launched earlier this year, calling on tech companies and music streamers to help older generations access their music.