Introducing TD's new brand platform: More Human.
To launch its first-ever unified North American brand platform, TD is kicking off with an innovative ad, emphasizing that in a world that's increasingly digital, what matters most are human experiences.
The 60-second ad, which debuted in Canada during the big game on Sunday and launched simultaneously across highly visible television and digital channels in the U.S., features a small delivery robot navigating a busy city. As the robot makes its way across the bustling landscape, it gets stuck in a pothole and needs the help of a friendly human to get back on its way.
The ad marks the start of a comprehensive, multi-channel rollout of the More Human brand across platforms and touchpoints throughout the year.
"The ad is an important reminder that even in a highly automated world, human experiences aren't obsolete; they're essential. The digital future should also be a human one,” said Tyrrell Schmidt, Global Chief Marketing Officer at TD.
As technology and AI reshape how people live, work and bank, everyday experiences can feel more complex and less personal.
“More Human introduces a truer expression of who we are: a bank built around people, powered by digital, and designed for real life,” Schmidt said.
“It reflects our belief that progress must serve people, and that kindness, compassion, and helpfulness aren’t extras – they’re who we are and what makes us human.”
A reimagined TD
The new brand platform marks the first time TD has unified under a single identity across Canada and the United States, reinforcing the Bank’s commitment to creating simpler, more intuitive experiences shaped around people's needs.
By bringing both markets under one brand identity, the Bank has created a clearer, more consistent way to express who it is, how it shows up, and where it's headed. It reflects how the Bank's strategy, culture, and customer experience come together to deliver for clients in a digital-first world.
A core element of the brand refresh is the idea that banking at TD should be remarkably human and refreshingly simple — an ethos that was presented at the Bank’s 2025 Investor Day. The new brand represents a visible expression of TD's strategy in action.
As part of the launch, TD also introduced an updated visual identity which includes a more dynamic, modern, and simplified look designed to feel simpler, warmer, and More Human.
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“I'm most excited about what this brand refresh represents for TD holistically,” Schmidt said.
“It's thrilling to see the external articulation of our strategy and cultural evolution. More Human is our purpose and promise brought to life."
A unified TD
Importantly, Schmidt said, the new brand platform is inspired by meaningful consumer research, TD clients, and TD colleagues. The Bank’s marketing team worked to understand how best to support clients — both existing and new — in a digitally enhanced yet human-centred way.
At a time when technology, AI, and innovation continue to evolve, the Bank is committed to ensuring that every interaction — especially digital ones — feel intuitive, warm, and shaped around people's lives.
"To have all 100,000 of our colleagues rallied around More Human is key to our success,” Schmidt said.
“We're just launching and just getting started. Our brand's best days are still to come.”
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