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."