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.
After a month of practicing, the whole neighborhood surprised Muaharrem one day. His sister Ozlem was in on the scheme.
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.
After a cab ride, Muaharrem was surprised by his family, friends and neighbors. He did not cry. It was just the wind.
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.