TD Bank Group debuted a new campaign on the Canadian broadcast of this year’s Super Bowl.
Viewers of the NFL championship contest were shown TD’s latest “Sit to Start” campaign offering. Working with the bank’s AOR Ogilvy, the campaign features everyday people faced with everyday financial challenges like large phone bills and unaffordable travel. The bank’s campaign encourages its customers to take a seat and use the tools and support it offers to guide them through their financial needs.
TD’s global CMO Tyrrell Schmidt says the brand’s goal was to develop an ad spot that captures its empathetic and relatable approach to banking, especially during a challenging financial time for many Canadians.
“Tonally, we wanted the spot to feel like the truest expression of TD’s values and voice in a way that sets us apart – helping to build trust and lasting relationships with our customers,” Schmidt tells strategy.
Schmidt added that the campaign was inspired by TD’s recognition that good customer service is priority, and “being human throughout that process” improves the brand’s impact while differentiating it from competitors.
“At a time where everything is more challenging, more expensive, we want to show up as a trusted partner for Canadians, reminding them that we’re here to provide support in real moments that matter to them,” Schmidt says.
“This campaign was created to deepen our commitment to our brand values: being customer-focused while telling a broader, meaningful story rooted in empathy as we put ourselves in our customer’s shoes.”
Ogilvy oversaw the overall strategy, creative development and production of TD’s main TV/OLV spot. The bank’s internal agency, Agency 361, created much of its digital content, while TD’s media AOR, Unison, handled the media buy. MSLGroup is TD’s PR partner through this campaign.
The ad follows TD’s 2023 Super Bowl appearances, where it aired ad spots that aimed to reach young investors with its mobile trading and direct investment app, and covered difficult finance discussions to emphasize TD’s ability to provide expert advice.
