Channel 4 will broadcast the world 's first sign language television ad as part of its coverage of the Rio Paralympics . “As one of the UK’s biggest advertisers, we have a responsibility and a role to play in reflecting diversity in everyday media,” said Michele Oliver, vice president of marketing at Mars Chocolate UK. The ad , which has been created as part of a marketing initiative by Mars , will promote Maltesers . Mars won the broadcaster ’s “ Superhumans Wanted ” competition , which awarded £ 1 million of free TV ad space to the company offering the best campaign featuring disability . The ad did not initially feature subtitles . It is one of three created by the company , all of which will be broadcast during the opening ceremony on Wednesday .
Channel 4 will broadcast the world 's first sign language television ad as part of its coverage of the Rio Paralympics . The ad , which has been created as part of a marketing initiative by Mars , will promote Maltesers . Mars won the broadcaster ’s “ Superhumans Wanted ” competition , which awarded £ 1 million of free TV ad space to the company offering the best campaign featuring disability . The ad did not initially feature subtitles . It is one of three created by the company , all of which will be broadcast during the opening ceremony on Wednesday .