Description
Gusto, a leading partner for small businesses, has launched “Dream Small,” a brand campaign created with Special Group USA that challenges the conventional idea that success means building something big. Instead, it celebrates entrepreneurs who choose independence, create businesses on their own terms and build meaningful relationships with employees and customers. The campaign arrives amid record numbers of new small business applications in the US, with 66% of millennials and Gen Z having seriously considered starting a business. Small businesses account for 99.9% of US businesses and 43.5% of GDP.
The cinematic campaign was directed by Nick Ball and shot by cinematographer Hoyte van Hoytema, taking a character-driven approach inspired by film and television. The hero film, “The New Big Dream,” follows Tony, who pursues his childhood ambition of opening a single dry-cleaning shop despite advice from family and others to pursue a traditional corporate career. His story reframes success around personal ambition and the satisfaction of building something that belongs to you.
Supporting films draw on everyday small business experiences to demonstrate how Gusto's services help owners and their teams. Stories include a massage therapist receiving reliable paychecks, a septic-service owner arranging employee health benefits, a medical aesthetics practitioner opening her own clinic and an office manager setting up retirement plans. Additional stories will roll out through the rest of 2026 and into early 2027.
Launching October 27, 2026, “Dream Small” spans broadcast, online video, social, audio, influencer partnerships and digital out-of-home. Broadcast placements include live sports on CBS, FOX, The CW, Netflix and Amazon Prime Video through Thanksgiving week. Outdoor placements will appear across New York, including LinkNYC kiosks, Penn Station and Manhattan transit shelters, as well as downtown Chicago. The campaign’s central message is that there is nothing small about building a business that reflects your own definition of success.
This professional campaign titled 'Dream Small' was published in United States in October, 2026. It was created for the brand: Gusto, by ad agency: Special Group U.S.. This Film and Integrated media campaign is related to the Finance industry and contains 1 media asset. It was submitted 2 minutes ago.
