Aldi Support Deaf Awareness Week with Signed Spot

Ahead of Deaf Awareness Week which begins next Monday (May 14th), Aldi has released a spot that's entirely signed.

Deaf actress Maisie Sly, famed for her appearance in Oscar-winning film, The Silent Child, stars alongside her mum in the ad from McCann, which sees the pair sat around the kitchen table discussing fish fingers.

In the spot, Sly points out that she likes eating both boxes of fish fingers; to her, it doesn't really matter which brand she's eating.

However on screen, a sign marking the difference in price and where to buy each pack shows that Aldi is significantly cheaper than its compeititors, suggesting that mums should always opt for the less expensive option, especially if the quality isn't compromised.

Aldi: Fish Fingers

The ad and correlating week aim to highlight the fact that one in six people in the UK live with deafness or are inflicted by hearing loss, resulting in about 9 million people in total across the country. There are currently about 50,000 deaf people in the UK who use British Sign Language as their first or preferred language - so the ad should hopefully speak to and represent a large portion of the population.

“We are delighted to be supporting the UK Council on Deafness in their annual Deaf Awareness Week campaign," says Aldi's Marketing Director, Adam Zavalis. "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.”