Muaharrem is a deaf man from Istanbul, who unwittingly became the center of a Leo Burnett ad campaign for Samsung this past month when his entire neighborhood learned sign language.

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After a month of practicing, the whole neighborhood surprised Muaharrem one day. His sister Ozlem was in on the scheme.

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From the grocer to the cab driver, Muaharrem was able to experience what it is like to be able to interact with everyone on the street.

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After a cab ride, Muaharrem was surprised by his family, friends and neighbors. He did not cry. It was just the wind.

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The ad was announcing Samsung Türkiye's new video call center for the hearing impaired. Check out the full length version below. It is pretty sweet.