TB Bank is banking on more consumer interest as they roll out the next iteration of their 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.
Last year, a handful of spots showed average customers walking into a grey, lifeless bank all while being addressed by a disembodied, robotic voice. What TD offered as alternatives were things like no rope lines and, if you’ve been waiting to indulge your inner kleptomaniac, pens that don’t have those pesky chains binding them to the table.
Apparently last year’s efforts have paid off because the same formula is now being applied to a set of commercials featuring customers facing similarly terrible service, only with one major change: now there are actual human beings working in these monochrome institutions of rudeness. The enemy has become embodied! In one such ad, the sinister banker behind the glass of the just closed, nameless bank positively taunts the nice woman trying to get in. In fact, improvisational actors were used for these spots to add that little extra taste of bitter believability.
This rebrand that focuses on convenience comes on the heels of TD expanding more branches on the east coast the past couple of years. And the tone of consumer-centered service is pretty clearly in response to criticisms that have labeled financial institutions as blatantly disregarding the well being of those whom they lend to. Instead, TD is trying to emphasize “real human truths” that can be found in their branches like free coin deposits. Tellers will even walk you to your car with an umbrella if it’s raining outside. No word yet on whether they’ll drive you home, though.