Channel 4 gets creative with its fully signed Paralympic Games ad break

Channel 4 Paralympics ads

Channel 4 has partnered with a number of leading brands including Samsung, Maltesers and Nationwide to be part of its first ad break to be accessible to deaf and hard of hearing viewers.

The broadcaster has recruited deaf artist and actor David Ellington, who stars in its We’re The Superhumans campaign, to sign each of the ads during this Friday (16 September) night’s episode of The Last Leg live from Rio.

Ellington will do a series of costume changes as he provides a humorous, skilfully choreographed performance that sees him interact with each of the ads. For example, in the Nationwide ad he will take on the role of a cupcake salesman, while for Samsung he will sport a swimming cap and trunks.

Seven brands in total will take part in the signed ad break - Allianz Insurance, British Gas, Flash Cleaner, Maltesers, Nationwide, O2 and Samsung - while fully signed and audio described versions of the ads being made available on All 4’s Watch Live feature.

Jonathan Allan, sales director at Channel 4 said: “Following the hugely positive audience feedback from our opening Paras themed ad-break and the Maltesers ads, we’re incredibly excited to continue our story through this industry first, with our Superhumans ad star David signing an entire ad-break for our viewers with hearing loss which we think all our viewers will enjoy.

“Developed through PL4Y, this truly original ad-break takes an important step to improving access to all our content and to inspire advertisers through our activation of the Paralympic Games.”

The ad break was produced with the support of the charities Action on Hearing Loss and the Royal National Institute of Blind People. Each advertiser featured has given a donation to these charities.

Channel 4’s creative strategist, Charlotte Rowland, and its campaign and projects manager, Michelle Pierre, were responsible for the ad break’s conception and worked with agency partners Carat (British Gas), Havas Media (Nationwide and O2), MediaCom (Allianz), Starcom MVG (Flash Cleaner and Samsung) and ZenithOptimedia (Maltesers).

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