Aldi has partnered with ITV to broadcast the first ever ad break done only with sign language to mark Deaf Awareness Week, which runs from 14 to 20 May.
Aldi’s ad, part of its ‘Like Brands’ campaign, sees Oscar winner and deaf actress Maisie Sly and her mum (who is also deaf) star in the ad about fish fingers. Created by McCann UK, it is already on air but on later today will feature in a fully signed ad break during Coronation Street. Other brands taking part include Microsoft, Gaviscon, Nurofen, Matalan, Velux, WeBuyAnyCar and Money Supermarket.
The collaboration aims to raise awareness of the challenges of deafness and hearing loss, which impacts one in six people in the UK. Around nine million people have some form of hearing problem in the UK, with Aldi marketing director Adam Zavalis saying he was “delighted” to support DAW to demonstrate its commitment to inclusivity.
Kelly Williams, ITV managing director commercial, adds: “With the size and scale of audience for a programme like Coronation Street, we’re able to use the power of TV to make sure people know about Deaf Awareness Week. Showcasing Aldi’s innovative new advert and working with McCann to bring other brands on board makes this a truly creative partnership, the result of which I hope will really resonate with viewers.”