Channel 4 are set to deliver the most accessible ad break in history with the help of a deaf actor and artist.
All seven adverts during a break on Friday night’s episode of The Last Leg live from the Paralympics in Rio will be signed by David Ellington, who also starred in the channel’s We’re The Superhumans promotion video.
Ellington is set to provide an entertaining take on each of the ads including lip-syncing, dressing up as a cupcake salesman and taking a plunge in swimming cap and trunks.
The seven brands taking part in the interactive ad break are Allianz Insurance, British Gas, Flash Cleaner, Maltesers, Nationwide, O2 and Samsung.
In addition to the Channel 4 broadcast, a fully signed and audio described version of the break will be available on All 4′s Watch Live feature.
The ad break was produced with the support of the charities Action on Hearing Loss and the Royal National Institute of Blind People (RNIB) with each brand involved donating to the charities.
The hashtag #C4ParalympicAds will be featured on screen at the start and throughout the ad break.
Jonathan Allan, sales director at Channel 4 said: “This truly original ad break takes an important step to improving access to all our content and to inspire advertisers through our activation of the Paralympic Games.”
David Steadman, executive director for fundraising and marketing at Action on Hearing Loss, said: “There are currently 11 million people in the UK living with hearing loss and we are very encouraged to see the innovative steps that Channel 4 is taking to ensure that everyone is included.”