Aldi’s Like Brands campaign is a simple and effective bit of TV advertising, efficiently underlining the quality and price of its alternatives to brands.

Its simplicity means it’s ripe for a twist, too. And, to coincide with Deaf Awareness Week, it’s got one. The discounter’s newest ad, for its Birds Eye-rivalling fish fingers, features Maisie Sly - the deaf, seven-year-old star of Oscar-winning short film The Silent Child.

In the first signed ad to be screened on ITV, Maisie scoffs a fish finger and signals her approval to her co-star mum, who responds with a witty comeback. It’s sweet and charming - and an added bonus is that the unusual lack of sound or music will surely get viewers looking up from their phones in curiosity.