Muaharrem is a young deaf man from Istanbul. His sister, Ozlem, teamed up with a production crew recently to give him one hell of an amazing day.
The Leo Burnett ad firm and Samsung organized the huge stunt for an ad campaign. They spent a month setting up cameras around his neighborhood…
…and teaching his neighbors sign language.
In the ad, Ozlem takes Muaharrem out and about on what he thinks is a normal day. That is, until the guy behind the counter of a local shop greets him with sign language.
Then he goes outside and ANOTHER guy signs at him.
By this point he’s starting to get a little weirded out.
He bumps into a woman who signs an apology at him.
Muaharrem and Ozlem get in a cab. The driver signs “hello.”
This is the face of a very, very confused man.
The cab then drops them off in a public square where Muaharrem’s neighbors greet him.
And the production crew reveals the whole thing was part of an advertisement for Samsung Turkey’s new video call center for the hearing impaired.
And he, obviously, loses it, because advertisement or not, it is one of the sweetest things ever.