No ‘Hassles’ in TD Banknorth Spots

BOSTON Via this week launches a campaign for TD Banknorth supporting the client’s “hassle-free” approach that includes no ATM fees and extended branch hours.

The effort includes 30- and 15-second TV spots that show harried consumers at home, at the office and during their commutes—leaving little time for family and friends. In such a world, “Your time is as valuable as your money,” so TD Banknorth simplifies and speeds the banking process, according to the spot.

Said Greg Smith, Via’s chief creative officer: “Consumers today are looking for any way to reduce the hassles of their daily life and make more time for leisure and family. Exhaustive consumer research showed us that what our customer was looking for was personal convenience—fast, hassle-free banking.”

Via is touting the campaign as the bank’s first major branding effort, following mainly product-driven ads and promotions often featuring New England sports personalities. Boston’s TD Banknorth Garden is home to the Bruins and Celtics.

The effort will run in New England and upstate New York. The bank typically spends $2-3 million annually in measured media, per Nielsen Monitor-Plus.

Portland, Maine-based Via is an independent shop that also works for Analog Devices, CBS Radio, DuPont and HP Hood, among others. The agency also has offices in Boston and New York.