"Piece of Me"

14 February 2024

4 mins

Share hell.

The latest from director Emma Branderhorst is not only a commercial for Dutch telecom giants KPN, but also a music video for 'Piece of Me' by MEAU. When the teenager protagonist sends a nude photo to her boyfriend, her world falls apart when it spreads like wildfire at school.

Friends shun her, students mock her, and the word "SLUT" is written on her locker. Home offers no escape, thanks to the always online, never off-target nature of social media. The only place she finds comfort is underwater at the local pool, safe from the misery up top.

The situation comes to a head when she contemplates another jump: this time, off a bridge into the river. The damage has been done in this timeline, but what if the photo had been deleted in another? If more young people think before they forward, say the brand, fewer lives will broken beyond repair.

Netherlands

Telecommunications