A girl surprises her school's 'unsung hero' in Milka's holiday ad
TV ad about a deaf custodian is accompanied by a sign language version of the music track
Nov 22, 2019
Adorable little girls seem to be a recurrent theme in this year's crop of holiday ads—from John Lewis's Ava to the drumming daughter in the Argos spot. Here's another one from Milka, whose seasonal spot from Wieden & Kennedy Amsterdam centers on a thoughtful school girl in an idyllic Alpine town.
The girl is rehearsing with her class for a Christmas performance of the Candi Staton track "You've Got the Love" and notices that the school’s custodian is working hard to make the stage look extra special in time for the show. She also notices that the custodian is deaf, and decides to surprise him on the big night by performing her solo in sign language (as well as leaving him some Milka chocolate as a gift).
The chocolate brand partnered with the European Union of the Deaf, who acted as consultants during the creative and production process, to create the campaign. To ensure the music in the film was accessible to the deaf community, there's an version of the soundtrack using International Sign language; it can be viewed as an embedded window within the film or as a full-screen performance in its own right.
The pan-European campaign was directed by duo Dr. Bowman via Cake.