TAB Launches ‘Shout!’ Campaign for Australian Sport and Racing

TAB has unveiled its latest brand campaign, ‘Shout!’, a high-energy celebration of the unique excitement, passion, and connection that define Australian sport and racing.

Set to Johnny O’Keefe’s iconic anthem “Shout!”, the campaign brings to life the thrill of shared wins, the roar of the crowd, and the collective joy that only TAB can deliver.

Sharing how the creative approach was rooted in realism and emotion, film director, Paul Middleditch, said: “The challenge in this campaign was to find the real heart in the experience of being there — in the moment and knowing it’s real, I wanted to make this film as authentic as possible.”

Adding how the campaign embodies TAB’s role in Australian sporting culture, executive director at Bastion, Jack Watts, noted: “TAB has been a part of the best moments in sport and racing in this country.”

“This campaign is a simple celebration of those authentic experiences — the ones only TAB can provide. It’s an opus to the punter, to the crowd, to that feeling you get when you’re part of the action,” Watts said. 

Praising the collaboration with Bastion, TAB’s general manager of advertising, Susan Bird, said: “It’s rare to work with a brand willing to reimagine itself so completely.”

“TAB trusted us to challenge convention — and that trust made this work possible,” Bird expressed. 

Developed in partnership with creative agency Bastion, the new campaign represents a bold repositioning for TAB — one that blends the brand’s rich heritage with a fresh, emotionally charged creative direction.

Bastion oversaw the project end-to-end, from brand strategy and creative development to production and editing, crafting a campaign that captures the physical thrill of betting together and the authenticity of being in the moment.

The campaign follows Bastion’s earlier collaboration with TAB, ‘Iiiiiiiit’s TAB Time’, featuring UFC announcer Bruce Buffer, which re-energised TAB’s in-venue experience.

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