Muharrem, a young deaf man living in Bağcılar, Istanbul, has constantly been faced with the struggles of communication barriers with the world around him.
So Samsung Turkey decided to pull a little stunt on Muharrem as part of an ad campaign for its new video calling center, which focuses on enabling the hearing-impaired to communicate with the world more easily.
With only a month of training and preparation, the entire town of Bağcılar learned sign language in order to provide Muharrem one day without communication barriers.
Hidden cameras were rigged up in trees, cars and shops around town to capture this magical moment as Muharrem was finally able to feel included in his hometown.
The entire town put on their best acting skills as he and his sister Ozlem began venturing around town.
At first all seems normal until Muharrem begins interacting with his neighbors. A gentleman passes Muharrem and his sister and politely wishes them a good morning in sign language.
Their walk continues into a local bagel shop where the cashier takes Muharrem’s order in sign language.
When he stops to help a gentleman pick up some apples he had dropped from a local fruit stand the gentleman users sign language to offer Muharrem and his sister an apple.
Muharrem continues his journey into a cab where the cab driver greets him with sign language. At this point Muharrem becomes curious about the day’s events.
Finally Muharrem and his sister head into an open area where Samsung explains that the entire town has learned sign language just to break down his communication barriers for one day.
Muharrem breaks down into tears in a moment of realization for what his town went through for him.
Great work Samsung and Bağcılar. Here’s the full advertisement. Get the tissues ready.
