Samsung Conspires With Deaf Man’s Neighbors To Give Him the ‘Most Emotional Surprise of the Year’

What better way to convey the importance of breaking down communication barriers than to show how meaningful it will be for a man who experiences such barriers on a daily basis?

Muharrem, a deaf man living in Istanbul, went out for a walk with his sister Ozlem, expecting just another mundane day when something extraordinary happened. Everyone he bumps into can communicate with him through sign language. Unknown to Muharrem, his neighbors took sign language lessons so they can surprise him.

This video was produced as an advertisement for Samsung’s new call center designed for the hearing impaired in Turkey. Together with the Leo Burnett ad company, Samsung installed cameras in the neighborhood, conspired with Muharrem’s neighbors, and spent a month in preparation. The result: a video which not only makes us aware of Samsung’s new service but also captures the emotion of people working together to break down communication barriers.

To us it may be just an advertisement, but for Muharrem it was something more. That memorable day, people were actually “talking” to him. On that memorable day, he was part of an inclusive society. Does the video deliver on its promise? Watch Muharrem’s reaction during the reveal.