McCann works on first ever signed ad break to run on ITV

Stephen Chapman's picture
by Stephen Chapman

Aldi has partnered with ITV to broadcast its first ever fully signed ad break, to mark the start of Deaf Awareness Week.

Aldi’s new ad, created by McCann UK, features Maisie Sly, the star of Oscar-winning film, the Silent Child.

“We are delighted to be supporting the UK Council on Deafness in their annual Deaf Awareness Week campaign. Our new advert is completely silent and signed – a first for Aldi, and demonstrates our wider commitment to inclusivity, all delivered in Aldi’s irreverent style,” explained Adam Zavalis, marketing director for Aldi UK.

McCann UK worked with ITV to engage additional brands to feature during the break including Microsoft, Gaviscon, Nurofen, Matalan, Velux, WeBuyAnyCar and Money Supermarket.

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

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.”

It will air on May 14th during Coronation Street, to coincide with the start of Deaf Awareness Week.