This Entire Town Learned Sign Language So They Could Surprise Their Deaf Neighbor

We've cried at our share of Apple holiday ads, asked ourselves why on EARTH we're getting misty at a Google Chrome commercial, and wondered if there's something wrong with out tear ducts while watching a life insurance commercial. But this intricately-planned Samsung Turkiye ad promoting a video call service for the deaf and hard-of-hearing easily takes the cake for the most moving commercial we've ever seen. One of the biggest reasons why it's so touching? The stars are real people in a real town who all came together to make one of their neighbor's mornings more accessible.

Muharrem, who is deaf, started his morning with his sister Ozlem as he normally did, but unbeknownst to him, their usual morning route had been fixed with dozens of cameras to follow them along the way. Muharrem quickly realizes that everyone he encounters knows sign language.

First, a man on the street signs "good morning" with a friendly grin, and Muharrem looks surprised, does a double-take, and then keeps it moving. Then, the pair enter a bagel shop, where the person serving them signs to let him know that they've got hot bagels. Muharrem leaves the shop smiling, and his sister does a great job feigning ignorance about what's going on. The pair continue to move through the town, having a couple more encounters with sweet, signing passersby, prompting Muharrem to ask his sis: "What's going on?" She shrugs (Ozlem's performance was clearly Oscar-worthy).

Finally, they get into a cab with a very friendly man who drops the pair off at the town square, where the stunning finale occurs.

Samsung spent one month prepping for this big surprise, and it clearly paid off! Have a look at the beautiful ad below, and remember to keep some tissues nearby!