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@TRA
From a creative perspective, this really does feel like they latched onto a quote around "it's like they die over and over" or similar. Impactful but lacks tact. Would we refer to physical injury or disability as "my dad was a great skier, then he lost his legs... It's like he died" seems a bit shallow?
I don't have a lot of direct experience with dementia but I have a had a Grandma who suffered with it... Yes it was sad, but from my perspective it was just a change, she was just different. Not dead.
Unfortunately marketing is pretty gross and the agency that developed this campaign will probably count it as successful as it has had a large reaction.