"Smile!"

21 April 2026

79s

Behind the smile.

Director Emily Freda Sharp nails the buzz of school picture day in a multi-layered spot for charity Our Streets Now. Teenagers groom themselves and each other, argue whether to wear make-up or not, and demand to know where the hair cream's go to like the most important photograph in history's about to be taken. When the photographer asks the protagonist to smile, however, the ad's turned on its head.

Aided by a more muted grade and hostile sound design, Sharp's film becomes an insight into sexual harassment on our nation's streets, where teenagers like the protagonist receive 'compliments' that shake them to the core and forces them to live stream the abuse as a safety measure. Yet all that does is invite comments like "probably asking for it" and "lighten up".

She's clearly traumatised by the experience, and part of that trauma's captured in a photo that should convey teenage innocence and hope for the future. The charity's heard too many stories about the loss of both thanks to sexual harassment, so it urges schools to reach out and help in the cultural fightback.

UK

Charities