Nine years ago, András Arató, a retired electrical engineer from Budapest, discovered his photograph had become a meme. Known as 'Hide The Pain Harold', his forced smile and sad eyes resonated with millions online.
The image originated from a stock photo shoot in 2010, after a photographer saw Arató's holiday pictures on Facebook. Over two years, hundreds of photos were taken, intended for commercial use. However, internet users began overlaying text about personal hardships, creating a meme that spread globally.
Initially, Arató's wife disliked the meme, feeling it invaded their privacy. But in 2017, Arató launched his own Facebook fan page, taking ownership of the phenomenon. This led to paid opportunities, including a Hungarian TV commercial for a car dealer, which changed his wife's perspective.
Since then, Arató has appeared in adverts for companies like Otto and Totum, and even gave a TED talk. He has travelled extensively, including to South America, where he experienced celebrity status with bodyguards. Now 74, he uses his fame for good, fronting a mental health campaign in Hungary.
Reflecting on his journey, Arató says, 'As an engineer, it was really me. Now, it’s role play: I’m Hide the Pain Harold. But I’m not actually a sad guy – I think I’m rather a happy one.'
