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

The magical candy world slowly disappears

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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.

A 90-second PSA from the nonprofit Alzheimer’s Association and agency MullenLowe features the late performer in one of the most recognizable scenes from the 1971 movie adaptation of Roald Dahl’s children’s novel. Wilder, who died last year of complications from Alzheimer’s, croons starry-eyed about the unparalled power of the mind, while his character’s guests at the factory descend on the vibrant candy world he’s built there.

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