There are two things are well known about Schumacher; he won F1 championship for seven times and he does not express any emotions. I just skipped the part, which he turned F1 into something boring by winning all the time.
Recently Mercedes realised that Schumacher is not smiling and losing the F1. So, they decided to show his sense of humour and proof that he can smile, despite the fact that his fans are overtaking him in each grand prix. Hamilton said, Schumacher is my childhood hero and now he is overtaking him. Really interesting condition! And this might be the cause why Schumacher never smiles on TV, my observation and interpretation. But the footage is changing everything! Schumacher Smile.