Channel 4 will broadcast the UK 's first sign language TV ad as part of its coverage of Channel 4 . The ad, which has been created as part of a diversity initiative by Mars , will promote Maltesers. AMV’s bold ambition for these cheeky ads, using Maltesers signature format which TV viewers already love, will create a legacy for our Superhumans Wanted initiative, and alongside our latest Paralympics ad, encourage more brands and agencies to approach and cast their campaigns in new ways to make richly diverse ads the norm rather than the exception.” Mars won the broadcaster’s “ Superhumans Wanted ” competition, which awarded £1m of free TV ad space to the group offering the best campaign featuring disability. The ad will not initially feature subtitles. It is one of one created by the company, all of which will be broadcast during the opening ceremony on Wednesday .
Channel 4 will broadcast the UK 's first sign language TV ad as part of its coverage of Channel 4 . The ad, which has been created as part of a diversity initiative by Mars , will promote Maltesers. Mars won the broadcaster’s “ Superhumans Wanted ” competition, which awarded £1m of free TV ad space to the group offering the best campaign featuring disability. The ad will not initially feature subtitles. It is one of one created by the company, all of which will be broadcast during the opening ceremony on Wednesday .