David Frankham of Smuggler directed two shorts in the newest phase of American Family Insurance’s “Insure Carefully, Dream Fearlessly” campaign, including this piece titled “School on Wheels.” The advertising features American Family Insurance’s brand ambassadors Derek Jeter, the great, now retired NY Yankees MLB All-Star shortstop, Golden State Warriors NBA All-Star Kevin Durant, and Houston Texans NFL All-Pro J.J. Watt.
The campaign is built around the theme that every dream deserves a champion. Jeter, Durant and Watt pay an unexpected visit and assistance to hardworking Americans whose dreams are to help others by giving back to their communities. School on Wheels offers educational assistance to children living on the streets. In the “School on Wheels” spot/short, Jeter, Durant and Watt surprise the regional director and work with kids on their math, reading and drawing.
The campaign also features “I Know Better” from Grammy- and Oscar-winning musician John Legend, the newest American Family brand ambassador.
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Credits
Client American Family Insurance Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Susan Golkin, executive creative director; Eric Goldstein, sr. creative director; Becky Burkhard, sr. producer; Ali Gladstone, assistant producer; Rani Vaz, head of music production; John Melillo, music producer. Production Smuggler David Frankham, director; Brian Carmody, Patrick Milling Smith, exec producers/co-founders; Allison Kunzman, Carole Hughes, exec producers; Bernard Rahill, line producer; Ken Seng, DP. Editorial Crew Cuts Sherri Margulies, editor; Matt VanDaniker, assistant editor; Nancy Shames, exec producer; Michelle Bellaff, producer. Telecine Company 3 Tim Masick, colorist; Rochelle Brown, exec producer. Conform/Finish/VFX Suspect Suzanne Dyer, sr. Flame artist; Chelsea Galen, John Yu, Flame artists; Jae Park, assistant Flame artist; Hoon Chong, creative director; Minna Choung, art director/animator; Tsiliana Jolson, Alex Decaneas, producers; Robert Appelblatt, exec producer. Music Beacon Street Studios Andrew Feltenstein, John Nau, composers (arrangers); Leslie DiLullo. Audio Post Sonic Union Mike Marinelli, mixer; Patrick Sullivan, producer. Music/Song “I Know Better” John Stephens, Blake Mills, Will Oldham, composers/lyricists. Published by John Legend Publishing. John Legend, vocals; Larry Goldings, piano/Hammond organ; Blake Mills, guitar, bass, keys.
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
