Muharrem has no idea that when he exists this building after his sister, his world is going to seem slightly different than he's used to. Muharrem is hearing-impaired, and as such, is forced to communicate with the world in a different way than most people. Unbeknownst to him, Samsung teamed up with his sister to create an environment in which Muharrem could experience a world in which he had no barriers.
Hidden cameras are placed around the town to catch his reaction as seemingly random strangers begin signing to him. It's as if the whole world was speaking his language for the first time in his life. In the end, Samsung points out that something as simple as calling customer service is often taken for granted for most of the hearing world. When the camera crew reveals themselves you can tell what it means to Muharrem, and it's a wonderful reminder how making someone feel special in the smallest way can have the most profound impact.
According to National Institute on Deafness and Other Communication Disorders (NIDCD
), roughly two percent of adults from the age of 45 to 54 suffer from disabling hearing loss, and that number only gets worse with age. Disabling hearing loss isn't the only kind of hearing loss however, as the NIDCD goes on to state that 26 million Americans from the age of 20-69 suffer from high-frequency hearing loss due to working conditions like construction, or loud social events like concerts. If you or someone you know suffers from hearing loss, there are ways to get support. Organizations like the Hearing Loss Association of America (HLAA
) and NIDCD are great resources to learn more about hearing loss.