SunTrust: Hold Your Breath

Insurance film SunTrust's Super Bowl spot this past weekend aimed to be more than an ad, it aimed to be a movement. Created by Strawberry Frog New York and directed by MJZ's Dante Ariola the spot is a series of seemingly unrelated moments which form the backbone of their onUp movement which aims to provide motivation and support for people to gain control of their finances.

"The film is almost like 60 mini-films all tied together, moments of life that we all can relate and connect with," says Scott Goodson, CCO at Strawberry Frog. "The film asks us to participate by holding our breath from the very start to the end (to get the full effect, try holding your breath while watching it). The script is intentionally challenging at the beginning, with a turning point that brings you to an inspiring conclusion."

The spot is voiced by actor Gary Sinise, a voice with "importance, strength and empathy", says Goodson.