TD Bank Campaign Showcases 'Human Truths' of Banking

Evolution of 'Bank Human, Again' Campaign Reflects on Typical Banking Pain Points while Showcasing TD Bank's more Human Approach

Mar 31, 2014, 09:42 ET from TD Bank

CHERRY HILL, N.J., March 31, 2014 /PRNewswire/ -- TD Bank, America's Most Convenient Bank®, today unveiled the next iteration of the brand's successful 'Bank Human, Again' marketing campaign. Titled 'Human Truths,' the campaign features four new television commercial spots that bring to life the bank's commitment to a legendary, human-centric customer experience. These spots will run in prime time throughout TD Bank's Maine to Florida footprint.

Leveraging the talents of an improvisational comedy troupe, the four, 30-second spots each put a humorous spin on typical banking pain points and showcase how TD Bank and its employees help to humanize the banking experience. The commercials include:

  • "Late Arrival" – The truth is that people run late. This spot features a customer arriving at a bank just as an employee is locking the front door. TD Bank's human approach is to offer longer hours and even stays open an extra 10 minutes after posted hours so that customers never have to rush to the bank.
  • "Almost Magic" – The truth is that people need things fast. This spot features a customer asking for a replacement debit card and getting a notification that it will arrive in seven to 10 business days. TD Bank's human approach is that it can issue a customer a replacement card right on the spot and offers other quick and easy services like mobile banking.
  • "Hold Music" – The truth is that sometimes people need to speak with an actual human being. In this spot, a customer makes a phone call from home and is put on hold for an extended period of time. TD Bank's human approach is that it guarantees that customers can reach a real person 24/7.
  • "Maintenance Guy" – The truth is no one likes to waste money. This spot features a customer trying to avoid maintenance fees. TD Bank's human approach is to make it easy to avoid monthly checking fees by maintaining a minimum balance of just $100.

"TD Bank's focus is to create a very human and convenient banking experience," said Vinoo Vijay, Chief Marketing Officer, TD Bank, America's Most Convenient Bank. "These new commercial spots speak to the pain points consumers too often face with their banks. They also highlight how TD's approach to banking is different. This includes our unparalleled service and convenience, as well as our customer-first culture."

The TV campaign kicked off March 31 and will run through mid-August in 17 DMAs across the TD footprint supporting about 1,300 stores. There will be a strong presence on the top four networks – ABC, NBC, CBS and FOX – in all scheduled markets. The spots will appear during the prime viewing time of 8-11p.m.

The four spots, as well as outtakes from the shoot, can be found on TD Bank's YouTube channel and the custom campaign microsite

Additional campaign elements will be integrated across other platforms such as digital, social media and public relations.

In early 2013, TD Bank introduced a fresh, creative marketing platform called 'Bank Human, Again.' Through a fully-integrated multimedia campaign, the platform casts customers and employees in the spotlight and brings to life America's Most Convenient Bank's legendary service and unparalleled convenience. TD continues to build on the success of 'Bank Human.' The campaign delivered more than 1 billion TV impressions in 2013, raised brand awareness even in the competitive New York DMA, up nine points at campaign peak, and drove about 17 percent of the growth in new accounts in New York.  Across our top five markets, it represented about 14 percent of growth in new checking accounts.

To learn more about TD Bank, America's Most Convenient Bank, stop by a store, visit us at, find us on Facebook at or on Twitter at

About TD Bank, America's Most Convenient Bank®
TD Bank, America's Most Convenient Bank, is one of the 10 largest banks in the U.S., providing more than 8 million customers with a full range of retail, small business and commercial banking products and services at approximately 1,300 convenient locations throughout the Northeast, Mid-Atlantic, Metro D.C., the Carolinas and Florida. In addition, TD Bank and its subsidiaries offer customized private banking and wealth management services through TD Wealth®, and vehicle financing and dealer commercial services through TD Auto Finance. TD Bank is headquartered in Cherry Hill, N.J. To learn more, visit Find TD Bank on Facebook at and on Twitter at

TD Bank, America's Most Convenient Bank, is a member of TD Bank Group and a subsidiary of The Toronto-Dominion Bank of Toronto, Canada, a top 10 financial services company in North America. The Toronto-Dominion Bank trades on the New York and Toronto stock exchanges under the ticker symbol "TD." To learn more, visit