2025 TAB Bank Superbowl Commercial

I led the creative direction for TAB Spend’s first local-market Super Bowl commercial, shaping the campaign to reflect the brand’s bold and energetic personality while making it resonate with a regional audience. My role included concept development, storyboarding, and visual design, helping craft a cohesive narrative built to stand out during one of the most competitive advertising events of the year.

The campaign balanced product promotion with brand introduction, creating awareness for a company that still had very little recognition in its own market. The commercial significantly increased visibility and engagement across the region and became a key milestone in TAB Bank’s broader marketing efforts.

Problem / Goal

In 2025, TAB Bank launched its first local-market Super Bowl commercial, creating a major opportunity to introduce the brand to a wider audience.

The challenge was twofold. TAB was still largely unknown, even within its own market, so the campaign needed to promote a specific product while also building brand awareness from the ground up. The work focused on creating a clear, memorable message that could quickly establish trust, communicate value, and introduce TAB Bank to viewers who had likely never heard of it before.

Solution

The TAB Spend Super Bowl campaign began with a simple idea: what if your debit card physically reflected the benefits you get from using it? That concept led to the visual of a comically oversized debit card, giving the campaign a bold and memorable identity that could stand out during the Super Bowl.

I led the creative direction from concept through production, developing moodboards, scripts, and storyboards while collaborating closely with stakeholders, the production crew, and on-screen talent. On set, I worked with the director and cinematographer to maintain a consistent visual tone and keep the pacing sharp and engaging.

The campaign extended beyond the commercial into digital ads, print materials, and billboard placements, creating a cohesive regional rollout that significantly increased visibility for the TAB Spend brand.

2025 Results

• Unprecedented Brand Awareness. Viewership peaked at 1.2 million viewers during the beginning of the 2nd quarter (right after our ad aired)

• 103% increase in Google searches for TAB Bank

• 343% increase to website traffic. 

• Overall cost was right on initial budget estimates (2.2% of budget).