TD Bank debuts new ads

TD BANK NA is getting dramatic with a new slew of advertisements that try to illustrate the convenience of its services. / BLOOMBERG FILE PHOTO/NORM BETTS
TD BANK NA is getting dramatic with a new slew of advertisements that try to illustrate the convenience of its services. / BLOOMBERG FILE PHOTO/NORM BETTS

CHERRY HILL, N.J. – TD Bank NA is getting dramatic with a new slew of advertisements that try to illustrate the convenience of its services.
Indeed, using cinematic-style advertisements, the bank says it wants to illustrate that “it doesn’t take superhuman powers to solve customer problems,” according to a press release last week. The advertisement campaign, which the bank has dubbed “Bank Human 3.0,” is the third and newest iteration of its “Bank Human” advertising approach, which it launched in 2013.
“We’ve taken a human, light-hearted approach to how we tell our stories, with an emphasis on sharing local stories and inspiring conversations across a variety of digital, social and offline channels,” said Vinoo Vijay, chief marketing officer at TD Bank, in a statement.
The “light-hearted approach” includes one advertisement called “Floodnado” depicting a woman who was planning to go deposit a check at the bank when met with torrential downpour of biblical proportions. While initially stymied, she remembered her ability to deposit the check without leaving the house via mobile deposit.
Another advertisement, entitled “Closed in Sixty Seconds,” depicts a florist breaking out of bounds, through a window and over a number of cars in an attempt to get the bank before it closes, but makes it in plenty of time because TD Bank has extended hours.
A third advertisement features a same-sex couple in which the women have varying tendencies when it comes to spending money (one frugal the other not), which has one dramatically spying on the other’s shopping habits.
The advertisements are narrated by the antagonists in a memory-like fashion, which plays into the overly-dramatic scenarios. In some of the advertisements, the antagonists appear to be younger and in better physical shape in their memories compared with how they look in their initial appearance.
“[Bank Human 3.0] aligns with our commitment to delivering leading omni-channel solutions without sacrificing the personal experiences that make us the one and only human bank,” Vijay said.

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