Gene Wilder’s ‘Pure Imagination’ From Willy Wonka Becomes a Poignant Alzheimer’s PSA

The magical candy world slowly disappears

A moving new campaign is seeking to raise money to battle Alzheimer’s by using one of its best known victims in one of his most iconic roles—Gene Wilder singing “Pure Imagination” in Willy Wonka & the Chocolate Factory.

@GabrielBeltrone gabriel.beltrone@gmail.com Gabriel Beltrone is a frequent contributor to Adweek.