ITV to run silent ad break during Code of Silence premiere

ITV will run a silent ad break during the first episode of new drama Code of Silence this week, starring Bafta-winning actor and deaf campaigner Rose Ayling-Ellis.

All ads aired during the three minutes and 20 seconds ad break on Sunday 18 May, will be signed and/or subtitled and run without sound.

From ITV:

"No sound. No music. Just subtitles, BSL, and 10 brands who stepped up to reimagine what accessibility in advertising can look like.

Boots Hearingcare, Aldi, Allwyn, IKEA, CUPRA, Mission: Impossible – The Final Reckoning, Hellmann’s, Virgin Atlantic, Walkers and the Scottish Government all took part — helping spark meaningful conversation across audiences and the industry.

The campaign reached over 1.1 million people on social media, with 98% positive sentiment. Deaf awareness, BSL, accessibility and representation dominated the conversation — with many calling it “a landmark moment”.

It’s a small change in format, but a big statement about how we make media more inclusive - not just on our screens, but in the spaces in between too."