"Everyone Except"

26 September 2025

4 mins 44s

Out of the loop.

Director Emma Branderhorst's latest spot for Dutch telecommunications company KPN is all about Chris, a teenager who learns what peer pressure and paranoia leads to in the age of social media. Forced by his 'friend' Jay to piss out of a classroom window, Chris is sent to the principal's office. He says he acted alone, but Jay thinks he's ratted him out. To say things go from bad to worse would be an understatement.

Jay's online and offline influence turns Chris into a social pariah at record pace. He's ousted from the group chat, uninvited to every party, and made to feel like dirt as the 'Everyone Except Chris' gang does its worst (though you can tell one member has a conscience). A bully like Jay has more tools at his disposal than ever before—a victim like Chris has more threats to worry about than ever before.

The more isolated he becomes, the harder it is to watch. That's somehow not enough for Jay, who, in one timeline, delivers a final insult that’s beyond the pale. In the other, decency and compassion win out just in time—what happens when friends come through for each other with a device or a knock on the door.

Netherlands

Telecommunications