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Hungary András Arató, known globally as 'Hide The Pain Harold', has transitioned from an electrical engineer to an internationally recognized internet meme and media personality, engaging audiences and brands worldwide with his unique facial expressions.
ENO hired András Arató, the meme-star 'Hide the Pain Harold,' for their 'Cara de Azia' (Heartburn Face) campaign, leveraging his recognizable pained expression for an advertising initiative.
András Arató's image was utilized in an advertising campaign for a large shopping mall chain in Russia, inspired by the unique nature of his 'sad smile' that became central to the meme.
In 2019, András Arató became the advertising face for Coca-Cola in Hungary, featuring in their local marketing campaigns.
9GAG's Web3-focused venture studio, Memeland, collaborated with András Arató to promote the launch of their Memecoin, leveraging his global meme sensation status.
András Arató came to Montreal to be part of a tights advertisement campaign for Sheertex, which generated significant attention across social media.
In collaboration with the Nyíregyháza-based advertising agency Alfabrand, András Arató appeared in promotional materials related to his 'Hide the Pain Harold' meme, specifically in an initiative to break into the NFT business.
András István Arató was born on July 11, 1945, in Kőszeg, Hungary. His early life included compulsory military service in the Hungarian People’s Army before he graduated from the Budapest University of Technology and Economics in 1969 with a degree in Electrical Engineering. Following his retirement from engineering, Arató explored other interests, including working as a DJ for a local radio station for five years. His initial foray into public appearances included being a contestant on the Hungarian version of Jeopardy!, titled “Mindent vagy semmit!,” in 1996.
Arató’s unexpected journey into global recognition began when a photographer discovered his personal vacation photos online in 2011. This led to Arató modeling for a series of stock photos. These images, characterized by his seemingly pained smile, circulated widely and quickly became the basis for the “Hide the Pain Harold” internet meme. Initially unaware and uneasy about his newfound internet fame, Arató eventually embraced his status, realizing that attempts to suppress the meme would be futile. His acceptance transformed his life, opening doors to various media appearances and brand collaborations, showcasing a unique career progression from an engineer to a cultural phenomenon. After six years of the meme’s popularity, Arató confirmed his identity to his online fanbase with a photo holding a sign that read “I’M ALIVE,” solidifying his connection with his audience.
His transition from private citizen to public figure has been marked by significant milestones. In 2019, he became the advertising face for Coca-Cola in Hungary. The following year, in 2020, Arató participated as a contestant on the Hungarian version of “Masked Singer” as the character “Little Monster.” His influence extended to formal events, as evidenced by his role as a presenter at the Hungarian Sportspeople of the Year gala in 2025, where he presented the award for “Best Community Sports Event.” Arató has also received formal recognition for his professional contributions, including the János Urbanek Prize in 2002 and the Déri Miksa Award in 2010 from the Hungarian Electrotechnical Association, highlighting his achievements beyond his meme persona.
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