Hide the Pain Harold makes the case for loyalty

In the era of instant gratification and results, it looks like good old loyalty may finally be making a comeback among the big brands. It´s something that fell out of sight and favour amid the endless options, fast-flowing choices and continual personalisation that come with the digital world. What do you think about this ad for British multinational telecommunications company Vodafone? Welcome just because it has the word 'happy' in the title, or just another bland brand exercise? Seventy-seven-year-old Hungarian engineer and internet model András Arató - aka Hide the Pain Harold - features with his trademark rigid smile to drive home the point.

Keywords: Vodafone Happy, telecomms commercials, loyalty in branding, András Arató ad, We Are Social