Maltesers may have got there first, but now Cadbury has come up with a clever advert that uses sign language, for its Fingers brand.

It’s narrated by a young deaf woman from her kitchen. Using BSL, she explains that she sometimes feels left out of conversations. Of course, those of us who can’t interpret the signs simply read the closed captions.

But as she continues, her mum moves into the frame – and stands in front of them. What did she say? The next shot sees part of the sentence obscured by steam from a boiling kettle. Then her brother, eager as he is to get his hands on a certain tasty chocolate snack, gets in the way.

It’s eloquently frustrating. The point is to highlight Cadbury’s contribution to the National Deaf Children’s Society – and there’s a call to action for anyone interested in learning BSL, too.

Cadbury has highlighted the importance of chat to mental health in previous ads – and this brilliant ad ties in nicely.

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