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Here’s an adorable video that follows Muharrem, a deaf man from Istanbul. One fine morning, Muharrem gets a nice surprise as he sees that his neighborhood has learnt sign language and communication is much easier now. That’s a sweet heartwarming story, with tons of empathy pouring through.

The feat was pulled off with the assistance of Samsung and the Leo Burnett ad agency, who spent a month working through the neighborhood and teaching the people sign language. The campaign was designed as an ad to raise awareness about Samsung’s new call center for the deaf and hard-of-hearing in Turkey.

See? Ads don’t have to be evil and troublesome. Take note people.

Via BoredPanda