Via Gets ‘Flexible’ for TD Banknorth

BOSTON Via’s latest work for TD Banknorth introduces the Simply Flexible credit card that rewards customers with lower rates when they pay more than their monthly minimums.

A 30-second TV spot (set to Supertramp’s classic-rock staple “Goodbye Stranger”), print, online and in-branch materials are all in the mix. The campaign covers New York, Philadelphia and markets in New England.

“Creatively we wanted a campaign that would speak to consumers about an issue that they all face while building on the hassle-free banking theme,” said Greg Smith, the agency’s CCO.

The effort retains the “Hassle-free banking” theme introduced last year in Via’s brand-building work for the bank.

The client spent $7 million in domestic measured media during the first 10 months of 2007, per Nielsen Monitor-Plus.

Portland, Maine-based Via, one of New England’s largest independent shops, also works for Analog Devices, Colonial Life, Dunkin’ Donuts, HP Hood, LoJack and Maidenform, among others.