Broadcaster to air competition winner Mars’s ads during Rio Paralympic Games opening ceremony coverage as part of campaign to promote diversity
Channel 4 is to air what is believed to be the first TV ad ever to use sign language as part of a campaign to promote diversity as it kicks off coverage of the Rio Paralympic Games.
The 30-second ad, which will not initially air with subtitles, leaving most viewers unable to understand the commercial, is one of three created by chocolate maker Mars to promote its Maltesers brand and champion diversity.
from Advertising | The Guardian http://ift.tt/2c7aw5o
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