Mobile network Giffgaff has worked closely alongside one of its own members to create its latest TV ad in British Sign Language (BSL).
The spot forms part of the brand’s ‘Giffgaff Gives Back’ series, and came about when network member Aleks challenged Giffgaff to create an ad that was inclusive and accessible to the deaf community.
Featuring an animated version of Aleks, who is deaf, Giffgaff worked alongside Stink Studios to make sure the creative accurately utilized BSL and conveyed Aleks’s message to viewers.
In the 30- and 10-second versions of the ad, the bespoke animation of Aleks uses BSL to communicate what he likes most about Giffgaff, and shares his story and experience of being with its mobile network.
Abi Pearl, head of advertising at Giffgaff, and Alexa Pinking, senior brand manager, said: “When we were first approached by our member Aleks and asked to create an ad that was more inclusive of the deaf community we embraced the challenge.
“As the mobile network run by you, not only were we excited about the idea of co-creating with a member, but we were treading entirely new waters around inclusivity in advertising – an area that remains largely untapped.