CommBank launches Doubt Never Did campaign to inspire Australians

CommBank has introduced a new brand campaign, Doubt Never Did, across television, digital, social, and out-of-home platforms.

The campaign marks the next evolution of CommBank's previous platform, Can, and has been developed in response to cultural insights indicating shifts in Australians' attitudes toward achieving personal and financial dreams.

Centred around a cinematic hero film, the campaign explores the idea that the contemporary 'Great Australian Dream' is diverse and driven by individual aspirations. The film, produced with M+C Saatchi Group and directed by Yianni Warnock of MOFA, features a new version of Bon Jovi's 'It's My Life' by Wolfmother.

Media rollout

CommBank's media strategy, led by EssenceMediacom, includes a 48-hour BVOD roadblock across major broadcaster streaming services, as well as simultaneous roadblocks on YouTube, TikTok, and Meta platforms. The intent is to generate an initial impact, with subsequent integration across traditional television, cinema, digital, and outdoor locations, aiming to sustain audience engagement over time.

Developing the campaign

Jo Boundy, Chief Marketing Officer at CommBank, highlight the company's intention to address cultural changes and support individual paths to success:

"Doubt Never Did is about helping Australians to feel seen and supported, to move past uncertainty and take action towards whatever their version of success looks like. This could be starting a business, setting a savings goal or simply backing themselves. Consumers told us that 'The Great Australian Dream' has shifted. It's no longer one-size-fits-all. This campaign is about pushing through doubt to follow your unique Australian dream, no matter how big or small. It's a shift from what's possible to what's personal, where we acknowledge doubt might be part of the journey, but it doesn't have to define it."

Emma Robbins, Executive Creative Officer at M+C Saatchi Group, commented on the creative approach and ambition in reimagining an established brand platform:

"Doubt is no one's friend. It holds us back and makes our dreams feel unreachable. We worked with CommBank to create a platform that reminds Aussies they can do anything with the right backing. This work is big, brave and deeply personal. We faced our own doubts as we set out to carefully reimagine a platform as iconic as Can, landing it in the hearts and minds of Australians through a truth and a tone that is honest, optimistic and inspiring. We can all celebrate that there is no one dream to follow. There is only your dream. And it's beautiful. And it's possible."

Research insights

Research conducted by CommBank indicates that 59% of Australians cite financial concerns as the primary barrier to achieving their life goals, followed by self-motivation and confidence at 36%. The research also reveals a mixed emotional landscape: 47% feel anxious about personal finances, 31% feel overwhelmed, and 29% are hopeful. Only 9% of respondents reported feeling proud of their financial situation.

The survey also found changes in savings habits, with 88% agreeing that the cost of living has made saving more difficult. Leading financial goals include saving for a holiday (42%), increasing retirement savings or superannuation (29%), paying off the mortgage (28%), and building an emergency fund (27%).

Campaign execution

The Doubt Never Did campaign began with an unbranded teaser phase, featuring high-impact out-of-home posters that displayed only the word 'DOUBT', designed to generate public intrigue. This was followed by a wider reveal, introducing the full creative with the line Doubt Never Did, accompanied by portraits of Australians who have overcome doubt in pursuit of their own ambitions.

Certain placements include QR codes linking to extended audio interviews hosted by podcaster Matty J (Two Doting Dads), featuring personal stories centred around resilience and individual growth.

CommBank has stated that the campaign's refreshed focus aims to inspire self-belief among Australians and facilitate progress toward personal and business objectives by acknowledging and addressing doubt as a common part of the journey.