WASHINGTON – A community came together for an advertising stunt to surprise a hearing-impaired neighbor.

Over a one-month period, strangers in a Turkish town prepared by learning sign language – all for a man named Muharrem. The goal of the ad was to promote Samsung Turkey’s video call center that offers services for those who are hearing-impaired. The video was created by the firm Leo Burnett Istanbul.

On the day of filming, Muharrem is captured on hidden cameras as he goes about his day. People on the street greet him with sign language, much to his confusion.

The video ends with Muharrem arriving in a central location, where he learns about Samsung Turkey’s service in a heart-warming reveal.

Watch Muharrem’s touching reaction in the video below.