TD has launched a new campaign highlighting how its MySpend app can help young Canadians make more informed financial decisions, using the emotional pull of pet ownership to bring its “More Human” banking platform to life.
Created by Leo Toronto, the 360-degree campaign aims to encourage more young Canadians to choose TD for their everyday banking by demonstrating how digital tools can make managing money simpler, more intuitive and more personal.
The campaign is led by a new television and video advert titled Puppy Eyes, supported by out-of-home, social and digital activity.
The creative centres around a trend increasingly shaping the lives and spending habits of younger generations: pet ownership.
With more Canadians choosing pets as an important part of their families, the campaign highlights the financial responsibility that comes with caring for an animal.
The advert follows a young couple visiting a pet shop who immediately fall in love with a puppy. Their excitement is interrupted when a shop assistant explains that the puppy will be leaving behind its companion.
The moment is followed by an emotional exchange of “puppy eyes” as Eric Carmen’s 1975 classic All By Myself plays in the background.
As the couple struggles with the decision, the young woman turns to the TD MySpend app on her phone.
The app shows that they are on track with their monthly spending goals, giving them the confidence to make a decision. The advert ends with the couple leaving the shop with both puppies.
Michelle Spivak, executive creative director at Leo Toronto, said the campaign was designed to show how financial tools can support people through everyday decisions.
“We want people to feel how simple, intuitive and human digital tools like TD MySpend are,” she said.
The campaign draws on the growing number of Canadians treating pets as family members.
As pet ownership rises, so does awareness of the financial commitment involved, with costs including food, grooming, veterinary care, insurance and other expenses.
Spivak said the team wanted the campaign to reflect the realities facing younger consumers, who are increasingly balancing lifestyle choices with financial planning.
“We believe this campaign will resonate with young people who are realising that pets aren’t an impulse decision, but a lifelong financial commitment,” she said.
“We want to show them that TD can support them, however they want to spend their money, by giving them the information to make those calls wisely.”
The campaign forms part of TD’s wider “More Human” brand platform, positioning the bank’s digital services as tools designed to help customers feel more confident and supported in their financial lives.