Hide the Pain Harold

Creative idea

Harold and his smile have been getting a lot of play worldwide. Discovered on a stock website, he has become a global sensation, with memes, stickers and GIFs. The unique nature of Harold's sad smile has inspired the advertising campaign for a large shopping mall chain in Russia. András Arató, the original model, was cast in his Harold persona to play the role of a discouraged shop assistant. In the video, his face fails to hide the pain: the discounts are so big that all goods are swept off the shelves, and the last shirt is torn from the dummy.

Brand name: Shopping Malls: Aura, Planeta, Leto
Advertiser / client: MALLTECH
Product / service: retail stores, chains, supermarkets
Campaign name: Hide the Pain Harold
Agency network: INDEPENDENT AGENCY
Agency: TUTKOVBUDKOV, VOLGOGRAD
Additional company: TUTKOVBUDKOV
Executive creative director: Dmitry Tutkov
Creative director: Oleg Barinboim
Art director: Dmitry Kostyuchenko
Copywriter: Maria Macarcheva
Account director (agency): Alexander Zavgorodniy
Photographer: Anton Batoev