Who: TD, with Ogilvy for creative and strategy, with TD’s in-house Agency 361 for digital; Unison for media; and MSL for PR.
What: The bank's Super Bowl campaign “Sit to Start,” which puts the focus on its familiar comfy green chair as a metaphor for easing the concerns of Canadians who feel anxious about their financial situation.
When & Where:
What: The bank's Super Bowl campaign “Sit to Start,” which puts the focus on its familiar comfy green chair as a metaphor for easing the concerns of Canadians who feel anxious about their financial situation.
When & Where:
The campaign debuted during the Canadian broadcast of the Super Bowl, and will run on broadcast TV and online video.
Why: TD has always made customer centricity a cornerstone of its brand. “It's what differentiates us as a brand… we are always trying to elevate our offering to meet their evolving needs,” said Tyrrell Schmidt, who was named TD Bank Group CMO in December.
But for last year’s Super Bowl, TD scored with two spots emphasizing funny over function. Both ads had product at their core (the advice of TD experts and the Easy Trade App), but stood out for their genuine LOL humour.
For this year’s campaign, coinciding with a time when “everything seems more challenging, more costly,” said Schmidt, they wanted to emphasize that TD is there to provide support.
“We know that economic anxiety has been on the rise and we wanted to highlight the wide array of resources, both in-person and digital, available for our customers,” she said.
“This year's creative was based on the insight that Canadians want a bank that listens, knows them, and is on their side,” she said. “That's why we took a more simplified, emotion-driven approach, helping to alleviate customer uncertainty and encouraging people to ‘have a seat.’”
How: The anchor spot shows people contemplating four slice of life financial challenges (exaggerated for comedic effect), with the resolution coming in each instance as the people collapse into one of TD’s familiar comfy green chairs. “If you’re feeling stuck, the best way to start is to sit,” says a narrator, before listing some of the ways TD can help. “So have a seat, let’s get started,” he says.
“The advertisement walks through four relatable financial scenarios our customers and the general population face daily,” said Schmidt. “It was our way of showing that we understand and hear our customers, and are dedicated to supporting them on their unique financial journeys.”
And we quote: “Our goal was to reinforce our deep commitment to our customers while telling stories rooted in empathy as we put ourselves in their shoes,” said Schmidt. “We have elevated the role of our iconic TD chair as a symbol of our partnership to help Canadians move forward financially, welcoming them and giving them a place to sit and start a conversation.”
Why: TD has always made customer centricity a cornerstone of its brand. “It's what differentiates us as a brand… we are always trying to elevate our offering to meet their evolving needs,” said Tyrrell Schmidt, who was named TD Bank Group CMO in December.
But for last year’s Super Bowl, TD scored with two spots emphasizing funny over function. Both ads had product at their core (the advice of TD experts and the Easy Trade App), but stood out for their genuine LOL humour.
For this year’s campaign, coinciding with a time when “everything seems more challenging, more costly,” said Schmidt, they wanted to emphasize that TD is there to provide support.
“We know that economic anxiety has been on the rise and we wanted to highlight the wide array of resources, both in-person and digital, available for our customers,” she said.
“This year's creative was based on the insight that Canadians want a bank that listens, knows them, and is on their side,” she said. “That's why we took a more simplified, emotion-driven approach, helping to alleviate customer uncertainty and encouraging people to ‘have a seat.’”
How: The anchor spot shows people contemplating four slice of life financial challenges (exaggerated for comedic effect), with the resolution coming in each instance as the people collapse into one of TD’s familiar comfy green chairs. “If you’re feeling stuck, the best way to start is to sit,” says a narrator, before listing some of the ways TD can help. “So have a seat, let’s get started,” he says.
“The advertisement walks through four relatable financial scenarios our customers and the general population face daily,” said Schmidt. “It was our way of showing that we understand and hear our customers, and are dedicated to supporting them on their unique financial journeys.”
And we quote: “Our goal was to reinforce our deep commitment to our customers while telling stories rooted in empathy as we put ourselves in their shoes,” said Schmidt. “We have elevated the role of our iconic TD chair as a symbol of our partnership to help Canadians move forward financially, welcoming them and giving them a place to sit and start a conversation.”
