ITV will carry out a silent ad break during the first episode of New Drama Silent code This week with the BAFTA-drawn actor and deaf activists Rose Ayling-Ellis.
All ads that were cut out on Sunday, May 18, during the three minutes and 20 seconds AD are signed and/or divided and run without sound.
Large brands, including the National Lottery, Virgin Atlantic, Boots Hearingcare, Cupra, Hellman’s, Ikea, Walkers, Aldi and the Scottish government (for their funding campaign on STV) will take part in the committed break.
Andy Kyracou, Controller of ITV channels, said ITV Commercial: “Silent code is a groundbreaking new drama that brings an important representation for the deaf community, and I am very happy to bring this into our commercial broadcast time. We worked closely with the brands that are involved in this innovative advertising break to introduce something else that attracts the attention of the audience and is aligned with the topic of the drama. “
Silent code is a six -part crime drama that relies on the lived experience of creator Catherine Moulton with lip reading and hearing loss. The action focuses on the character Alison Brooks, played by Ayling-Ellis, which is recruited for their skills as a lip reading in order to work on a hidden police process to monitor a gang while placing an attack with great use. The series on Sunday at 9 p.m. on ITV1 and STV. All episodes of the series will also be provided on ITVX at 7 a.m., including a version with a British sign language.
In November 2023, ISBA recognized in November 2023 to improve the accessibility of ads. Reorganize Guide to accessible advertising and encouraged Agencies and advertisers to make subtitles the failure in their advertising campaigns.
However, accessibility remains a problem: In 2024, Clearcast found that only one of five (21%) ads this year was intended for subtitles.
ITV’s silent ad break follows the end of the broadcaster with the public service for the public service Channel 4 to bring all of his ads by 2026 caps.
