The Subway Series lineup of sandwiches gets a pseudo-documentary treatment–a riff of ESPN’s 30 for 30 docuseries–in this campaign from Dentsu Creative.
Star athletes such as Stephen Curry, Derek Jeter, Rob Gronkowski, Charles Barkley, Tony Romo and Patrick Mahomes reflect on the championship pedigree of the Subway Series–12 sandwiches that excel on the meal playing field.
The Behind the Subway Series spots were directed by Kenny Herzog of O Positive who gave a tongue-in-cheek sports documentary vibe to the campaign.
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Credits
Client Subway Agency Dentsu Creative Rafael Rizuto, chief creative officer, NY & Hispanic LATAM; Jason Stefanik, executive creative director; Alisa Sengel, group creative director; Declan Byrnes-Enoch, Alexander Augustinos, creative directors; Carole McCarthy, executive producer; John-James Richardson, group strategy director. Production O Positive Kenny Herzog, director; Ralph Laucella, executive producer; Ken Licata, head of production, unit production manager; Devon Clark, head of production. Editorial Cosmo Street Lawrence Young, editor; Mura Woodward, exec producer; Paolo Solarte, producer. Color Company 3 Daniel de Vue, colorist. VFX Adolescent Audio Post/SFX Heard City. Music Heavy Duty, Track: “Be A Legend” Talent Quincy Dunn-Baker, voiceover. Partner UEG Josh Barnes, VP, client management; Chris Simmons, VP, celebrity & influencer; Casey Grochocinski, director, talent & influencers; Charlie Benjamin, sr. manager, rights & partnerships; Keaton Lancashire, sr. manager, talent & influencers.
This holiday season banking/financial services company Erste Group and ad agency Jung von Matt DONAU, Vienna, present “Carry the light,” a tender reimagining of a journey that shaped history, told through the eyes of the animal who carried it forward. Directed by Daniel&Szymon of Arts & Sciences, the film follows a humble donkey’s quiet path from burden to purpose, echoing a universal longing to be seen, valued, and believed in.
Echoing Erste Group’s ongoing #glaubandich (“believe in yourself”) brand platform, the story explores how small acts of kindness and faith can inspire transformation. As the donkey carries Mary and Joseph toward Bethlehem, his awakening becomes a metaphor. “Erste’s 2025 Christmas campaign reminds us that hope and gentleness often come from the smallest among us. It’s a story about compassion, determination, and the idea that each of us carries something meaningful to give. In a world like ours, it’s more important than ever to inspire people—to show respect, offer support, and encourage everyone to believe in their own strength,” says Nina Pentek, responsible for the production at Erste Group. “We also want to remind people that no matter how things may seem, they can always find a light within themselves—and that light can make all the difference!”
Mike Nagy, managing director and executive creative director at Jung von Matt DONAU, added, “This is a small story with a big heart. It was important for us to tell the #believeinyourself message in a festive, emotional context — while standing apart from typical seasonal advertising.”
Shot in the breathtaking Atlas Mountains of Morocco by cinematographer Barry Ackroyd, ASC (The Hurt Locker, Detroit, A House of Dynamite), the... Read More
