Code of Silence: The Silent Ad Break

Client: The National Lottery, Virgin Atlantic, Boots, Cupra, Hellman's, IKEA, Paramount Pictures, Walkers, The Scottish Government and Aldi

True inclusion isn't just about walking the talk - sometimes it's about not talking at all.

When ITV created the world's first completely silent ad break, we didn't just celebrate deaf representation; we fundamentally shifted how 4.7m viewers watch TV, giving them an experience that 87,000 deaf British Sign Language users have every day.