Creativity

Aldi's sign-language ad break stars deaf girl from Oscar-winning short film

Other brands will also show signed ads during the slot on Monday

By Alexandra Jardine. Published on May 11, 2018

Editor's Pick

Aldi signed up Maisie Sly, the child star of this year's Oscar-winning short film "The Silent Child," to appear in a spot that takes place entirely in sign-language -- and also headlines the U.K.'s first "fully signed" commercial break.

Aldi worked with broadcaster ITV and agency McCann U.K. on the ad break, marking their support for Deaf Awareness Week, which runs from May 14-20. Additional brands Microsoft, Gaviscon, Nurofen, Matalan, Velux, WeBuyAnyCar and Money Supermarket will all feature in the ad break with signed ads; ITV helped them with creative while some, like Microsoft, are McCann clients.

In the spot, part of Aldi's ongoing "Like Brands" series, Maisie says she likes both the branded fish fingers and the Aldi fish fingers (which are cheaper). Her real-life mom then scolds her for "talking with her mouth full," and she laughs.

The ad will run on Monday May 14 during the popular soap "Cornonation Street."

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Credits

Date
May 11, 2018
Agency:
McCann UK
Client:
Aldi
Marketing Director:
Adam Zavalis
Managing Director:
Simon Buchanan
Marketing Manager:
Ian Lewis
Senior Account Director:
Laura McKinlay
Senior Account Manager:
Jane Colbeck
Executive Creative Director:
Dave Price
Creative Team:
Dave Price
Creative Team:
Neil Lancaster
Agency Producer:
Lucy Moore
Agency Producer:
Amy Mayers
Production Company:
Merman
Media Planning:
UM Manchester
Buying Agency:
UM Manchester
Group Media Director:
Guy Beardsley
Broadcast Director:
Ed Burns

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