I try not to look at advertising in public space because its clichés tend to annoy me. Yet there is one I always look forward to. It’s in the Friedrichstraße subway station U6 and it’s screened every Wednesday. I’ve been trying to record it with my cell phone but I’m always too slow to capture it in the rush. So this Wednesday I went to the Friedrichstrasse just to see the ad and I managed to video tape at least a part of it. Why am I so eager? Well, this ad about German Sign Language (DGS) is just great! I did some online background research and it’s conceptualized by Andreas Costrau from gebaerdenservice.de. He himself is featured in the video. I happen to know Andreas Costrau - I took DGS classes at his school. And when I co-curated with Wolfgang Müller the exhibition Gesture Sign Art. Deaf Culture / Hearing Culture, we were so impressed by his way of thinking that we quoted Andreas Costrau on the cover of the catalogue: “In the past people used to say ‘non-hearing’ culture; nowadays it’s mainly ‘deaf culture’. I’d like to think that in the future we’ll be talking in terms of ‘visual culture’.”