Is this the first time a candy ad has featured dialog only in sign language? Per AdFreak, this spot for Mars Maltesers — similar to Hershey's Whoppers in the U.S. — will air on Wednesday in the U.K. without subtitles. It's part of a campaign created by agency AMV BBDO for Channel 4's "Superhumans Wanted" contest, which challenged advertisers to create ads that incorporate disability and diversity. In exchange, the winners get free airtime. Clay Weiner directed through Biscuit. Watch the other two spots, below.