Amid the wall-to-wall sound during next Sunday's Super Bowl, one commercial from PepsiCo could send some viewers grabbing for their remotes to check whether they'd accidentally hit the mute button.
The pre-game advertisement features a joke that originates from the deaf community and will play out on screen over 60 seconds of total silence, a veritable eternity when it comes to the noisiness of Super Bowl ads...
Hearing people, [National Association of the Deaf president Bobbie] Scoggins wrote, will stop what they're doing to see why there are no sounds. She believes it's an historic first for an ad featuring American Sign Language to get such prominent play.
"I was glad to see this part of deaf culture awareness shared in a most clever way," Scoggins, who is deaf, wrote by e-mail as she was traveling.