Jul
28
Jul
28
TD Bank Gets Absurdly Cinematic to Show Off Its Drama-Free Banking
Posted in: Uncategorized
You expect big-budget, slam-bang drama from Hollywood action movies. But doing simple banking chores like depositing checks shouldn’t make you feel like you’re trapped in an out-of-control Michael Bay production.
Ad agency Tierney develops that fun storyline in a trio of spots, using familiar cinematic tropes to illustrate how TD Bank provides a better experience for its customers.
“Floodnado” posits a violent deluge of Biblical proportions, but that’s no problem, because TD lets you easily make deposits online from your dry, comfy home. Why crash through shop windows and climb over rush-hour traffic to get to the bank, like the hero of “Closed in 60 Seconds,” when TD stays open longer? And if you’re planning a vacation with a spendy friendy, relax—TD’s mobile tracking will help keep you on budget, as it does for the lesbian couple in “Cash Me If You Can.” (Wells Fargo also used a same-sex scenario in its first ads from BBDO this spring.)
Benji Weinstein, via Tool of North America, directed the 30-second TD commercials, part of the ongoing “Bank Human” campaign. He keeps the pace brisk and the mood light, while the on-screen antics never overwhelm the brand message.
In a clever twist skewering Tinseltown’s facile casting requirements, the average folks in the spots morph into younger, stronger, hipper versions of themselves for the action scenes. These transformations are noticeable, but subtle enough that some viewers might hit replay to confirm what they’ve just seen. (No harm in that, eh, TD Bank?)
Related campaign elements—which in most cases also spoof Hollywood, TV and social-media clichés (from zombies to Kung Fu and dubbed cats)—include pre-roll videos on Hulu, as well as Web banners, BuzzFeed lists and quizzes. In addition, digital billboards in select cities will display personalized responses to viewers’ tweets.
Using multiple platforms underscores “our commitment to delivering leading omni-channel solutions without sacrificing the personal experiences” that keep customers satisfied, says TD CMO Vinoo Vijay. Moreover, he says, the bank strives to tell stories “that address fundamental human truths, recognizing that since our customers’ problems are big to them, they are big to us, too.”
Aug
04
Millions Are Thankful for This Feel-Good Bank Ad and Its Overly Generous ATMs
Posted in: Uncategorized
TD Canada Trust proved it knew its customers better than most banks by turning a few of its ATMs into Automated Thanking Machines and rigging them to hand out more than cash.
A single mom got two savings accounts for her kids and trip to Disneyland. A Toronto Blue Jays fan got the experience of a lifetime—a chance to throw out the first pitch. And a mother got tickets to Trinidad so she could visit a daughter who is fighting cancer.
The video—like a banking version of Coke’s special vending machines—has 7 million views in 10 days. As with all these feel-good viral ads, it’s the emotion on the customer’s face that creates the connection, along with the backstory. It’s one thing to give a single mom a trip to Disney. It’s another to learn she’s never been able to take her kids anywhere.
But of course, someone probably said, “Hey, that’s nice for those 12 people, but what about the rest of TD’s customers?” Well, TD employees distributed $20 bills to every customer at over 1,100 locations, and thousands more received a direct deposit. I’m sure most of them are giving TD a big thank-you right back.
Of course, having that YouTube view count tick up is the gift that keeps on giving.
Dec
22
Mr. Lincoln still gets no commercial respect
Posted in: Uncategorizedpobject height=”344″ width=”425″param name=”movie” value=”http://www.youtube.com/v/UoI4BOijAFEamp;hl=enamp;fs=1amp;ap=%2526fmt%3D18″/paramparam name=”allowFullScreen” value=”true”/paramparam name=”allowscriptaccess” value=”always”/paramembed allowfullscreen=”true” allowscriptaccess=”always” height=”344″ src=”http://www.youtube.com/v/UoI4BOijAFEamp;hl=enamp;fs=1amp;ap=%2526fmt%3D18″ type=”application/x-shockwave-flash” width=”425″/embed/object
/ppHaving appeared a href=”http://adweek.blogs.com/adfreak/2006/09/anyone_figured_.html”with an amphibious rodent/a on behalf of a sleep medication (Rozerem), as an unsuccessful a href=”http://www.youtube.com/watch?v=F7599xQs0GA”stovepipe-hat-toting job applicant/a (College Level Exam Program, circa early ’70s) and in innumerable tawdry tie-ins for annual Presidents Day sales, what latest commercial humiliation must our noble 16th president suffer? Have no fear, Regis and Kelly have the answer. In a new spot from Tierney Communications, TD Bank features Abraham Lincoln fretting over pennies and ultimately walking off the set while the extremely unhelpful ad duo look on. Have Reeg and K.R. been advised that in 2009 the U.S. government will celebrate the 200th birthday of the Great Emancipator with, yes, a href=”http://www.usmint.gov/mint_programs/lincolnredesign/index.cfm?flash=yes”newly minted 1-cent pieces/a? Has the Toronto-based financial company forgotten that it was Lincoln who brokered a href=”http://en.wikipedia.org/wiki/Trent_Affair”an unlikely peace between America and Canada/a in 1861 (during the Trent Affair). Note to President-Elect Obama: Ad injury to your Honest Illinois forebear has been duly noted.brbrem—Posted by Jim English /em/pdiv class=”feedflare”
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