Samsung: Hearing Hands

Samsung's latest spot from Leo Burnett Istanbul advertising their video call centers is winning hearts and racking up views all over the world. The ad tells the story of Muharrem Yazgan, a deaf Istanbul man who is surprised to find as he walks through town with his sister that everyone he meets greets and communicates with him in sign language. Finally, a woman from a Samsung call center signing on screen at a kiosk in a public square lets Muharrem in on the secret as he breaks into a wide grin and sheds a few tears: Leo Burnett set up hidden cameras along the route of Muharrem’s errands and organized all the neighbors and shopkeepers, who spent a month learning sign language to pull off this act of kindness. This spot shows the difference that a human connection can make to one generally isolated man, which is what Samsung hopes its video call centers do for all their hearing impaired customers.