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An ad for Samsung’s Turkey branch called “Hearing Hands” shows the people of Bagcilar, a suburban district of Istanbul, learning sign language so that a deaf resident, a man named Muharrem, could communicate more easily with the members of his community for one day in December 2014.

Debuted by the advertising blog, the spot is a promotion for Samsung’s video conferencing service designed for the hearing-impaired. The video has racked up more than 5.5 million views since it was uploaded on March 3.

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