TORONTO, Feb 12, 2026, 06:30 (EST)
- TD rolls out “More Human” brand platform across Canada and the United States
- 60-second “The Delivery” spot is the campaign’s lead ad, backed by a broader media push
- Bank says the aim is to keep digital banking feeling simple and personal
TD Bank Group (TSX:TD; NYSE:TD) is rolling out a cross-border brand platform — an umbrella marketing theme — called “More Human,” as it tries to put a warmer frame around its push into digital banking. The campaign gives TD a single brand identity in Canada and the United States for the first time, according to an Insurance Business report. (Insurance Business)
The timing is not subtle. Banks are pouring money into apps and artificial intelligence (AI), even as they cut costs and steer more routine service into self-serve channels.
That shift can make banking quicker, but it also strips out the small human cues customers notice. TD’s pitch is that it can modernize without turning into a machine.
Industry outlet EMARKETER said the tagline is part of a broader refresh meant to simplify and unify TD’s platform across both countries. EMARKETER also put the cost of the Super Bowl spot as high as $20 million. (EMARKETER)
TD announced the platform on Feb. 9, saying it would roll out across North America through the year and sit alongside changes meant to make service feel “clearer” and more intuitive, including real-time fraud alerts and expanded fraud education. “Banking works best when it’s built around people,” said Tyrrell Schmidt, TD’s global chief marketing officer, adding that technology should “strengthen human connection, not replace it.” (TD Bank Financial Group – Media Room)
The lead ad, “The Delivery,” follows a small delivery robot as it moves through a busy city and gets help from a passer-by after it hits trouble in a pothole, TD said in a company post. “Human experiences aren’t obsolete; they’re essential,” Schmidt said. (Td)
The creative work was developed by a bespoke team at Publicis Groupe Canada, with Jones Knowles Ritchie leading the supporting visual identity, LBBOnline reported. Schmidt told the publication: “Empathy and efficiency aren’t in competition; they’re complementary.” (Lbbonline)
TD is one of Canada’s Big Five banks, and it competes at home with lenders such as Royal Bank of Canada and Bank of Montreal while it tries to deepen its U.S. retail presence.
Super Bowl ads are loud by design, and financial brands can struggle to stand out in that pileup. TD is betting a quieter story — a robot, a small act of help — can do the work of a bigger message.
But there is a downside scenario. Branding does not fix service gaps on its own, and customers will test the promise the first time an app crashes, a fraud alert misfires, or a call centre drags.
TD is pushing the campaign as a way to align brand, experience and culture on both sides of the border. The harder part is whether customers feel it when the ads stop running.
