On Christmas Eve, Muharrem and his sister took a walk around their town in Turkey and encountered a very big surprise

This was no ordinary day for a man who is hearing impaired.

On Dec. 24, 2014, Muharrem and his sister, Ozlem, took a walk around their community in Bagcilar, a suburban district of Istanbul, only to find that everyone they encountered greeted them in sign language.

In this Samsung commercial to promote the company’s new video call center for the hearing impaired, locals are shown learning to sign in anticipation of the big day. Video cameras were also placed around the city to capture those moments when Muharrem was greeted at a bagel shop, or offered an apple, or being apologized to when a woman bumps into him – all delivered in sign language.

As the events unfolded, Muharrem grew increasingly confused along the way, until he came to a Samsung representative and a sign that explained what was going on. The rep also signed to him, “A world without barriers is our dream as well.”

What follows is a greeting by neighbors as Muharrem tears up and hugs them all.

Perhaps the very best part? Everything in the ad is genuine, a Samsung spokesperson confirmed to BuzzFeed.