Aldi partners with ITV for full ad break entirely in Sign Language

Aldi Ad featuring Maisie

The break on Monday 14th May will launch the first broadcast of Aldi’s “Like brands” spot, created by McCann UK.

The ad features seven-year-old Maisie Sly, who starred in Oscar-winning short film The Silent Child, and her mother – both of whom are Deaf.

McCann UK worked with ITV to engage seven other brands, who will appear in the ad break: Microsoft, Gaviscon, Nurofen, Matalan, Velux, WeBuyAnyCar and MoneySupermarket.

Adam Zavalis, marketing director for Aldi UK, said: “Our new ad is completely silent and signed – a first for Aldi, and demonstrates our wider commitment to inclusivity, all delivered in Aldi’s irreverent style.”

Kelly Williams, managing director, commercial at ITV, added: “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.”

Deaf Awareness Week runs from 14th to 20th May


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