The Guard Brothers, who are represented for commercial work through Merman, have directed the latest campaign from fiber internet provider Kinetic out of McCann Detroit. The campaign includes this anthemic hero spot highlighting its “Internet Better” brand promise and a comedy vignette, “Problems,” that humorously goads users who are still using cable online services instead of updating to fiber.
“Problems” features a technician visiting a home that is tangled in wires with nerdy businessmen (the old cable company providers) hiding in a closet and camouflaged “hidden fees” lurking in bushes in the front yard.
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Credits
Client Kinetic Agency McCann Detroit Sean Bryan, chief creative officer; Beth Hambly, Dan Birney, creative directors; Martha Carter, director, integrated production; Stephen Leslie, executive producer. Production Merman Branded The Guard Brothers, directors; Kira Carstensen, Ellen Clarke, global managing partners; Jessica Miller, exec producer; Susan Hebert, line producer; Toby Irwin, DP; Thomas Patrick Smith, 1st AD.
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
