Gusto makes small the new big

The campaign highlights the ambitions of entrepreneurs who prioritise independence, community and building businesses on their own terms rather than pursuing large-scale corporate growth.

Gusto has launched Dream Small, a brand campaign celebrating independent business owners and challenging conventional ideas of entrepreneurial success.

Described as the company's biggest creative campaign to date, the initiative comes as small business formation in the United States reaches record levels. It targets a growing generation of entrepreneurs, particularly Millennials and Gen Z, who are considering business ownership as a route to greater control over their economic futures.

Gusto highlights the changing face of entrepreneurship

According to Gusto, 66 percent of Millennials and Gen Z who have not yet started businesses have seriously considered doing so. Small businesses account for 99.9 percent of all US businesses and contribute 43.5 percent of the country's GDP, according to the US Small Business Administration.

Ximena Keirouz, chief creative officer, Gusto: "There's a version of the American success story that's been repeated so often it's treated as fact: dream big, climb the corporate ladder, build something massive, or you haven't really made it. The people we serve chose a different dream. They forge their own path, build something that matters, and take care of people they know by name. 'Dream Small' is built on one promise: there's nothing small about small business. Statistics can tell you how big small business is, but only a story can make you feel what's at stake when someone bets on themselves."

The campaign positions small business ownership as an alternative measure of success, focusing on personal ambition, local connections and the impact entrepreneurs have on their employees and communities.

Special US develops campaign films for Gusto

Gusto developed the campaign in collaboration with creative agency Special US. Nick Ball directed the films, with cinematography by Hoyte van Hoytema, whose credits include Oppenheimer and The Odyssey.

The main film, The New Big Dream, follows a character named Tony as he pursues his childhood ambition of opening a dry-cleaning business. Despite opposition from people around him, including his father, who favours a traditional corporate career, Tony chooses to build a business of his own.

Campaign showcases everyday small business operations

Supporting films feature real-life business scenarios and demonstrate how Gusto's products support entrepreneurs. The stories include a massage therapist managing payday, a septic-service business owner arranging employee health benefits, a medical aesthetics practitioner announcing the opening of her clinic and an office manager establishing retirement plans.

The creative approach combines character-driven storytelling with practical examples of the challenges and responsibilities involved in running a small business. Additional films will roll out throughout the remainder of 2026 and into early 2027.

Gusto takes Dream Small across multiple media channels

The campaign launched on October 29, 2026, across broadcast television, online video, social media, audio, influencer partnerships and digital out-of-home advertising.

Broadcast placements include live sports coverage on CBS, FOX, The CW, Netflix and Amazon Prime Video through Thanksgiving week.

Digital out-of-home placements include LinkNYC kiosks, Penn Station and transit shelters across Manhattan, as well as locations in downtown Chicago.

The campaign is designed to reach entrepreneurs and prospective business owners across multiple touchpoints, reinforcing Gusto's positioning as a partner for independent businesses.

www.gusto.com

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