For this year's Super Bowl adfest Pepsi are taking the apparently bold step of featuring deaf characters who communicate only by signing. It has quite a nice sight/sound gag, and it's good to see a big corporate so publicly embracing diversity in their comms.
Having said that, the cynic in me does wonder (given the cultural significance of Super Bowl ads in the US) whether this signals an on-going and public commitment to diversity issues, or simply a way to maximise publicity (I'm not sure I would otherwise write about a SB ad).
Also, I'm hoping that the short intro in the Youtube clip isn't part of the 'on air' ad, as it feels rather clunky. And having to 'explain' might suggest that Pepsi doesn't quite have the courage of their convictions. If you're going to do it just do, rather than explain why you've done it.
But whatever the motives it is still a good step forward in how we represent diversity audiences in mainstream media.
