In Giants and Toys (Yasuzô Masumura, 1958) the advertising business is tough. Competition is relentless and one has to do things one doesn’t want to.
He fights it but in the end he has to make a fool of himself. He wears the space suit and walks the streets to advertise.
She comes up to him and whispers “Give them a smile. A bright smile.”
And he does.
It makes it a little easier, I guess.