TAB extends ‘JAB’ campaign via M&C Saatchi

TAB has followed up on its recent social media campaign to be renamed JAB with a new integrated campaign via M&C Saatchi.

NAB has also last week renamed itself JAB in an effort to encourage Australians to get vaccinated.

The campaign’s 30-second TV spot shows a montage of nighttime shots of closed pubs, ending in the hashtag #JabForYourLocal. The campaign is running across TV, retail and social media, with TAB asking Australians to share their vaccination status with the JAB logo.

TAB executive general manager – customer, product, and marketing, Luke Waldren, said: “We know that Aussies are craving a day at the races, live sport and the opportunity to catch up with friends and family at their local. A big driver behind our purpose is to create opportunities for people to come together through play, we felt that we should use our voice to support the vaccination drive and in-turn help Aussies get back to what they love sooner. Whilst also supporting our venues and the thousands of Aussies that make a living through them.”

M&C Saatchi Group AUNZ’s chief creative officer, Cam Blackley, commented: “TAB to JAB is more than just a cute name change, it’s a big brand doing its bit to raise further awareness of vaccine importance and accelerate vax uptake so we can get the doors of our locals open again. So publicans can make ends meet, staff get paid and we can breathe some life back into one of the great connection points of Australian society. The response has been overwhelmingly positive and I really hope it makes a difference in reaching that magic 80% number more quickly.”


TAB’s social media messaging 

M&C Saatchi also created TAB’s campaign in October 2020 which encouraged people to watch live sport however they could during a time of social distancing.

The campaign follows other vaccination campaigns corporations such as VB, Qantas, Virgin Australia, and Telstra.


Agency: M&C Saatchi
Chief Creative Officer: Cam Blackley
Creative Director: Chris Cheeseman
Creatives: Chris Cheeseman, Cam Blackley, Paul Bruce, Jack Emery
Head of Strategy: Nick Jacobs
Social Strategist: Clement Simon
Head of Sponsorship: Richie Butterworth
Group Head: Emma McJury
Account Director: Joshua Johns
Head of TV Production: Loren August

Client: TAB
Luke Waldren – Executive General Manager – Customer, Product, Marketing & VIP
Kent Madders – General Manager – Brand, Marketing & Content
John Vellis – General Manager – Media, Sponsorships & Sky Thoroughbred Central
Luke Feddema – Head of Marketing – Brand & Campaigns
Will Evans – Marketing Manager – Brand & Campaign
Edward Kier – Marketing Executive – Brand & Campaigns
Michael Wall – Senior Manager – PR & Social
Eden Richards – PR & Social Media Executive
Rohan Welsh – PR & Media Manager
Brad Bishop – PR & Media Manager
Andrew Georgiou – PR & Media Manager

Media: OMD
Production Company:13CO
Director: Patrick Fileti
Producer: Charity Downing

Executive Producer: Roy De Giorgio
DOP: Kieran Fowler
Editor: Patrick Fileti
Colourist: Fergus Rotherham
Post Production: White Chocolate
Composer: Daniel McCormick
Sound Studio: Rumble


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