CIBC is relying on its president and CEO, Gerry McCaughey, to sell the brand as part of the new phase of their national TV ad campaign.

McCaughey will be front and centre in the 30-second commercial, appearing onscreen and in the voiceover. The spot, which ends with him saying, ‘What matters to our clients, matters to all of us at CIBC,’ begins airing on national television this week and runs into 2011.

The ads are targeted at adults 25 to 54 and will be running across major TV properties, such as The Amazing Race, CSI, Hockey Night in Canada, Battle of the Blades and Grey’s Anatomy, and on 13 of the top 20 specialty stations, including TSN, Sportsnet, Discover and History.

ZenithOptimedia in Toronto handled the media buy and Publicis was the creative agency.

A spokesperson for CIBC said that the company hopes having the CEO onscreen will show that the bank is committed to its clients.

The previous phases of the campaign, which started in October 2009, featured 55 branch employees speaking about their experiences with clients.