The new Doubt Never Did brand campaign is a customer-centred evolution of CommBank's enduring brand platform, Can.
The campaign is a customer-centred evolution of CommBank's enduring brand platform, Can. Drawing upon deep macro trends and cultural research, it highlights the universal truth that Australians are seeking meaning and fulfilment of their dreams, against a backdrop that feels overwhelming at times. It has been reimagined to inspire a sense of self-belief and the possibility to turn doubt into action. This campaign was created in partnership with M&C Saatchi with media planning by EssenceMediacom.
Jo Boundy, Chief Marketing Officer, CommBank, said: "Doubt can hold us back - whether it's taking the first steps to start a business or savings goal or hitting a roadblock further along in your journey. This campaign is about reminding Australians they're not alone, and that doubt can be a powerful turning point.
"We want to show up with belief and momentum for our customers, and back them to move forward. Our new creative direction is 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, said: "Doubt is no one's friend. It holds us back and makes our dreams feel unreachable. We wanted 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."
The campaign began with a national teaser: striking OOH posters that simply featured the word DOUBT - unbranded, unexplained, and placed across high-impact locations nationwide to provoke curiosity and spark conversation.
From today, those same sites - and new ones nationwide - have been flipped to reveal the full campaign: bold new creative featuring the line Doubt Never Did, alongside powerful portraits of real Australians who have overcome doubt to shape their own paths.
Each large format OOH placement invites viewers to go deeper, featuring a QR code linking to a longform audio story, where you can hear directly from the featured talent - honest, raw and in their own words. The interviews are hosted by popular podcaster Matty J (Two Doting Dads) and shot by Melbourne photographer Cory White.
Celebrating real Australians who have overcome doubt to shape their own path, the outdoor stories form the emotional core of the platform, offering proof that doubt is universal, but it doesn't have to win.
Five remarkable stories lead the series
- Mary Fowler, CommBank Matildas star who rose from Cairns to the world stage, overcoming pressure and expectation to become one of the most exciting talents in global football;
- Zoe Karatzovalis, who went from regional dancer to Yellow Wiggle and founder of an inclusive performing arts studio;
- Shaun Christie David, founder of Colombo Social, who left a corporate job to create a restaurant that empowers refugees and asylum seekers;
- Mark and Lisa Treweek, who took on Halls Gap Zoo and transformed it into a conservation and tourism success story after the bushfires; and
- Adele Auva'a, motivational speaker and founder of CARE Academy, whose lived experience now empowers young women across Australia.
And this is just the beginning. The full campaign, including more stories, will now roll out across film, social, digital and audio - bringing powerful stories to more Australians.
