Toronto – February 9, 2026 – Fueled by the insight that most early-stage investors are paralyzed by the myth that investing requires perfection, the campaign pivots from traditional financial marketing focused on “saving” towards “momentum,” inviting investors to turn their hesitation into action.
The :60 hero, contrasts smart choices – like opening a GoSmart account and starting to trade in minutes, investing with as little as $10, and taking advantage of commission-free trading – with less-than-smart moments like getting a tattoo without checking the spelling or trying to impress your new GF’s dad with your hidden talent.
Developed in partnership with creative agency Battery, the launch marks a deliberate shift in how RBC shows up for a new generation, meeting them where they are, both culturally and financially.
“GoSmart represents a deliberate shift in how we show up as a brand,” said Sonia Whiteson, Senior Vice President, Marketing at RBC. “The campaign is designed to meet Canadians where they are, reflecting how this generation thinks about money and progress today. It’s an important moment for RBC as we change the narrative in the self-directed investing space.”
It’s a statement that “smart” investing is just about getting started. Rather than treating investing as a complicated financial exercise, the campaign presents GoSmart as something Canadians can feel good about, backed by the trust and scale of Canada’s largest bank.
“We wanted the GoSmart campaign to feel like an invitation – an opportunity to get off the sidelines. Sometimes the smartest move is just getting in,” said Pete Breton, Executive Creative Director and President at Battery. “Launching during the Super Bowl was about meeting people in a moment they’re already tuned into. It’s a cultural stage that lets us introduce GoSmart in a way that matches the excitement of the product and is impossible to ignore.”
The campaign made its national debut during the Canadian broadcast of the Super Bowl before rolling out across TV, Connected TV, Digital, Social, and OOH.
