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Fifth Third Bank “School Photo” 2013

Fifth Third Bank “School Photo” (2013) is a Fifth Third Bank commercial for Leo Burnett. It won one award: Cannes Lions 2013 Film Bronze.

A girl's school photo is taken, followed by a man's, highlighting the vulnerability of identity theft for the whole family.

Video: Leo Burnett on YouTube

Shot by shot

  1. A young female with long brown hair and a blue shirt smiles at the camera, revealing braces, against a blue studio background.© Fifth Third Bank0:00
  2. A young female with long brown hair and braces smiles at the camera in a school photo against a blue background.© Fifth Third Bank0:04
  3. A smiling teen girl with braces and long brown hair poses for a school photo against a blue backdrop.© Fifth Third Bank0:06
  4. A young female with long brown hair and braces smiles at the camera in a school photo setting with a blue background.© Fifth Third Bank0:09

Stills © Fifth Third Bank. Made by Leo Burnett.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Show a man with long hair and braces to illustrate identity theft.

Tagline: “The curious bank.”

unexpected transformationvisual metaphorbefore and afterhumorous twist

The cut

Length
20 s
Shots
6
Average shot
3.4 s

What creatives use Fifth Third Bank “School Photo” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Fifth Third Bank “School Photo”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young female with long brown hair and a blue shirt smiles at the camera, revealing braces, against a blue studio background.© Fifth Third BankA young female with long brown hair and braces smiles at the camera in a school photo against a blue background.© Fifth Third BankA smiling teen girl with braces and long brown hair poses for a school photo against a blue backdrop.© Fifth Third BankA young female with long brown hair and braces smiles at the camera in a school photo setting with a blue background.© Fifth Third Bank
    Frames from Fifth Third Bank “School Photo”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Fifth Third Bank “School Photo” in order, with its length, framing and what happens in it.

    A young female with long brown hair and a blue shirt smiles at the camera, revealing braces, against a blue studio background.© Fifth Third BankA young female with long brown hair and braces smiles at the camera in a school photo against a blue background.© Fifth Third BankA smiling teen girl with braces and long brown hair poses for a school photo against a blue backdrop.© Fifth Third BankA young female with long brown hair and braces smiles at the camera in a school photo setting with a blue background.© Fifth Third Bank
    Length: 20 s · Shots: 6 · Average shot: 3.4 s

  3. 03Ad ideas: every spot built on a unexpected transformation

    Before you present an idea, you need to know who has done it, and how.

    Fifth Third Bank “School Photo” is built on a unexpected transformation. Search the library by idea to see every spot that uses it.

    OCEDEL “Firefly Man”© OCEDELFacebook “Facebook 'Kazoo”© FacebookMoneySupermarket “Epic Strut”© MoneySupermarketMidttrafik “The Bus”© Midttrafik
    OCEDEL · Facebook · MoneySupermarket · Midttrafik

More from Leo Burnett

Award-winning finance & insurance commercials

  • Shield Insurance "After Shit Happened Service EP.1-5" (2026) commercial still© Shield InsuranceShield Insurance “After Shit Happened Service EP.1-5” 2026VML (VML Thailand / VML Bangkok)London International Awards Grand Prix 2026
  • NRMA Insurance "Help is who we are" (2022) commercial still© NRMA InsuranceNRMA Insurance “Help is who we are” 2022Dir. Gary Freedman · The MonkeysEffie Awards Grand Prix 2022
  • John Lewis Financial Services "Tiny Dancer" (2015) commercial still© John Lewis Financial ServicesJohn Lewis Financial Services “Tiny Dancer” 2015Dir. Dougal Wilson · adam&eve\TBWALondon International Awards Grand Prix 2016
  • GEICO "Unskippable: Family" (2015) commercial still© GEICOGEICO “Unskippable: Family” 2015Dir. Terri Timely · The Martin AgencyCannes Lions Grand Prix 2015
  • Cash App "Timothée Chalamet for Cash App" (2026) commercial still© Cash AppCash App “Timothée Chalamet for Cash App” 2026Dir. Aidan ZamiriWebby Awards Winner 2026
  • State Farm "Batman vs. Bateman" (2026) commercial still© State FarmState Farm “Batman vs. Bateman” 2026Dir. Bryan Buckley · Highdive AdvertisingWebby Awards 2026

Questions

Which agency made Fifth Third Bank “School Photo”?

Leo Burnett created it for Fifth Third Bank (2013).

What awards did Fifth Third Bank “School Photo” win?

1 awards, including Cannes Lions 2013 Film Bronze.

What is the tagline of Fifth Third Bank “School Photo”?

“The curious bank.”

Sources for the credits and awards

The WorkThe Work