Whole Neighborhood Learns Sign Language to Surprise Deaf Resident in Samsung Ad

Sweet stunt from Turkey

Samsung Turkey has launched a website with a video call center for the hearing impaired, and it's announced it with quite the stunt.

In the video below, titled "The Most Emotional Surprise of the Year," we follow Muharrem, a hearing-impaired man, through his morning routine. A month of preparation (including sign language training) and many cameras later, Muharrem goes through the city and is greeted by people who can communicate just like he does.

It ends with Muharrem approaching a large screen, with a woman signing to him "A world without barriers is our dream as well." She announces the video call center for the hearing impaired, and then the "gotcha" moment happens.

Lot of tears. From Muharrem and maybe a viewer or two.

Roo Powell is freelance contributor to Adweek.