TD Unveils Super Bowl Campaign to Revitalize Brand Post Scandal

The Toronto-Dominion Bank (TD) is launching a significant rebranding campaign to recover from a recent money-laundering scandal that tarnished its image. The campaign will debut during the Super Bowl, utilizing 60 seconds of airtime in Canada to showcase TD’s new direction.

Revitalizing the Brand After Scandal

Chief Executive Officer Ray Chun is leading this initiative to reshape the bank’s identity. The new campaign will introduce the tagline “More Human,” emphasizing the importance of maintaining a personal touch in banking amid increasing digitization and artificial intelligence.

Addressing Past Issues

As part of a strategy to reconnect with customers, TD aims to distance itself from the damaging allegations posed in 2024, when it was described by then-U.S. Attorney General Merrick Garland as “convenient for criminals.” The bank has faced tough regulatory scrutiny, limiting its expansion in the United States.

Engagement with Consumers

• The campaign is designed to highlight personal connections in banking.
• Customers desire interactions that are intuitive and helpful.
• Despite a trend toward digital banking, clients want quick access to human assistance.

Tyrrell Schmidt, TD’s Chief Marketing Officer, stated that improving anti-money laundering controls remains a top priority. This launch represents not only a response to past failures but also a fresh vision for the bank’s future.

Collaboration with Branding Agencies

TD partnered with JKR, a global branding agency, to develop a new visual identity. The advertising campaign, featuring multiple formats across various media, will also rely on the expertise of long-time collaborator Publicis Groupe SA.

Elements of the New Campaign

• The traditional TD logo and green color scheme will remain intact.
• Subtle updates include a new marketing font and a simplified aesthetic.
• Some advertisements will incorporate movement into the logo for a modern appeal.

The Super Bowl advertisement aims to resonate with audiences and will be part of a broader marketing strategy. TD is also expanding its reach through YouTube videos, social media advertisements, and targeted local campaigns, especially in Boston, during the NFL game.

By focusing on human connections and modernizing its image, TD hopes to create a more positive perception and regain consumer trust after a challenging period.