"If a television commercial airs on Super Bowl Sunday and no one hears it, does it make a sound?" asks a Pepsi press release. Judging by the amount of buzz this ad has generated already, the answer is yes.
The 60-second commercial was created by Pepsi employees who are deaf and features dialogue in American Sign Language with written subtitles. The spot is based on a popular joke in the deaf community that involves a quiet street and loud horn honking.
In addition to advertising soft-drinks and potato chips, Pepsi's hope is to use the Super Bowl as a platform to create awareness of issues concerning the American deaf community.
"By bringing the world an ad performed by deaf employees in ASL, we feel like we've already scored the upset on Super Bowl Sunday said Clay Broussard, a PepsiCo employee and project lead on Bob's House.."
