Maltesers "Look on the light side of disability" by Abbott Mead Vickers BBDO

Maltesers features disabled actors in the latest ads in its "Look on the light side" campaign.

The Mars UK brand launched the ads after winning Channel 4's Superhumans Wanted competition, which awarded £1m in commercial airtime to the brand that presented the best creative idea with disability at its heart. The three spots, created by Dave Buchanan at Abbott Mead Vickers BBDO, will debut during the opening ceremony of the Rio Paralympics. One of them, which tells the story of a deaf woman whose hearing aid is swallowed by a dog, will air for the first time using British Sign Language and without subtitles. 

Mars consulted disability charity Scope while developing the ads and said it wants to open a conversation with other brands about how to better represent the UK's diverse population through advertising.