Code of Silence viewers in agreement over new 'thought provoking' ITV drama
Code of Silence viewers were all in agreement as they watched Rose Ayling-Ellis' new drama on ITV on Sunday night
Viewers of the gripping new ITV drama Code of Silence were unanimous in their praise for Rose Ayling-Ellis, who rose to fame as a deaf Strictly Come Dancing champion and actress on EastEnders.
The compelling series kicked off its premiere on Sunday evening (May 18), showcasing Ayling-Ellis's latest role since leaving Albert Square.
In her portrayal of Alison Brooks in Code of Silence, Rose plays a police canteen worker whose years of lip-reading come to the fore when she is brought onto a case involving a major heist plotted by a notorious gang.
As the narrative escalates, the central character finds herself becoming entangled with one of the people under investigation.
Ahead of the show's launch, ITV announced a significant alteration to their advertising approach for the evening, which was relayed via their social media platforms, reports the Manchester Evening News.
A statement given by an ITV representative revealed: "Tonight's episode of Code of Silence will feature a silent ad break, where all adverts will be signed and/or subtitled and run without sound."
This creative move aimed at boosting awareness around deafness saw advertisements from The National Lottery, Virgin Atlantic, Boots Hearingcare, Ikea, Walkers and Aldi broadcast silently, accompanied only by subtitles.
Audiences took to X, previously known as Twitter, to express their thoughts on the innovative ad campaign and the compelling nature of the new drama.
@KDCunliffe applauded: "Bravo @ITV. The advert break is genius. So thought provoking. Brilliant work."
@lornawatts echoed the sentiments with: "ITV airing silent ads during the ad break of the show is a really nice touch. #CodeOfSilence."
The innovation spurred @RyanSoapKing25 to comment: "I hope this raise much needed awareness within the deaf community through this drama and the silent ads moment."
Meanwhile, @putasinghonit was deeply impressed: "ITV turning down the sound for the adverts during #CodeOfSilence and including subtitles and interpreters is a big, big WOW! ! !"
Engagement with the portrayal of the deaf community continued as @J13Bally shared: "I enjoyed Code of Silence last night. I also thought that was a touching and respectful gesture to deaf people to turn the sound off and just add subtitles in one of the ad breaks."
The novel approach resonated with @kirbyhazard who shared: "Watching #CodeOfSilence and I like that ITV are choosing to play silent ads that's are withered signed or subtitled."
In the run-up to the first episode, Andy Kyriacou, controller of ITV Channels, ITV Commercial, hailed Code of Silence as 'groundbreaking', highlighting its critical role in representing the deaf community.
"I'm really pleased to be also bringing this into our commercial airtime. We've worked closely with the brands involved in this innovative ad break to introduce something different that captures viewers' attention and aligns with the drama's theme," he enthused.
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