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Aldi embraces Oscar-winner Maisie Sly to run ITV's first ever sign language ad

Aldi has partnered with ITV to broadcast its first ever fully signed ad break during Coronation Street.

Marking Deaf Awareness Week (May 14th-20th), the signed ad break, marks the start of Aldi's new Like Brands advert.

Created by McCann UK, the work features Maisie Sly, star of the Oscar winning film, the Silent Child and her mum in their first ever advertising campaign.

The collaboration looks to raise awareness of the challenges of deafness and hearing loss faced by 1 in 6 people across the UK. It notes that 9 million people in this country have some form of deafness ranging from hard of hearing to profound deafness.

Adam Zavalis, marketing director for Aldi UK, said: “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.”

Kelly Williams, ITV managing director commercial, 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.”