TAB launches new ad campaign to coincide with peak racing season

Tabcorp is going back to its roots while cranking up the nostalgia with a national advertising campaign that salutes Australia’s racing and punting culture. 

The campaign, created for the TAB in partnership with agency Bastion, hits the track to the iconic tune of Johnny O’Keefe’s hit song “Shout!”.

It is part of a major brand refresh as the wagering giant wants to remind punters that it’s a core part of Australia’s sporting identity – not just an app on a phone.

“This campaign reflects TAB’s renewed focus on the customer and our unique mix of digital and retail wagering products,” TAB chief wagering officer Michael Fitzsimmons said.

“It’s a distinctive brand play that gives us great confidence in where we’re heading.”

Fitzsimmons said that while the campaign nods to TAB’s rich history, it’s also firmly focused on the future.

“TAB has been part of Australia’s sporting DNA for generations,” he said.

“This work captures the emotion, energy, and togetherness that make TAB venues special. It’s as much about our past as it is about moving forward.”

Bastion handled the full campaign delivery – from brand strategy and creative development through to production and post-production.