CommBank launches ‘Doubt Never Did’ to inspire Australians to take action on their goals

CommBank is stepping into the national spotlight with a bold new brand platform, Doubt Never Did, aimed at empowering Australians to move past uncertainty and take action - on their terms.

The campaign marks the next evolution of CommBank’s long-standing Can platform and is designed to reflect a cultural shift: from pursuing one-size-fits-all success to defining more personal, meaningful aspirations.

Informed by customer research and macro trends, the bank’s latest move is built on a clear insight—that while dreams remain, doubt often stands in the way. For many Australians, financial insecurity, wavering confidence, and the rising cost of living are fuelling hesitation, putting life goals on hold.

Jo Boundy, chief marketing officer at CommBank, said the campaign was about recognising that doubt is part of the journey, but shouldn’t determine the destination.

“Consumers told us that ‘The Great Australian Dream’ has shifted," Boundy said. "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.”

A creative rethink 

Developed in partnership with M&C Saatchi Group and director Yianni Warnock of MOFA, the campaign is anchored by a cinematic hero film set to Wolfmother’s reimagining of Bon Jovi’s It’s My Life. The film explores what the modern Australian dream looks like across diverse lives, dreams and realities.

In a media first, the campaign launched with a 48-hour Broadcaster Video on Demand (BVOD) roadblock across major streaming platforms, supported by coordinated rollouts on YouTube, TikTok, Meta and linear television. Media planning and execution is led by EssenceMediacom.

Emma Robbins, executive creative officer at M&C Saatchi Group, said the creative team approached the campaign with both ambition and care.

“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," Robbins said.

"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.” 

Real people, real stories

Ahead of the launch, CommBank teased the campaign through out-of-home placements showing only the word DOUBT - unbranded and unexplained. Days later, the full message was revealed: Doubt Never Did, alongside portraits of real Australians who overcame doubt to shape their futures.

Some placements also feature QR codes inviting people to go deeper – linking to longform audio interviews hosted by popular podcaster Matty J (Two Doting Dads). These stories form the emotional core of the platform, celebrating resilience, honesty and personal potential.