• by Aaron Baar , October 31, 2008

TD Banknorth and Commerce Bank, which merged six months ago, are looking to leverage the best equity of both--TD's tagline and Commerce's famous spokespeople--to present the merged entity in a new advertising campaign.

Advertising that breaks today features television personalities Regis Philbin and Kelly Ripa. In one spot, Philbin lies on a couch as if in a therapist's office. "Regis doesn't like change. Regis is getting nervous," he says. A man attempts to help Philbin through his anxiety, explaining that the faces are the same, as is the service and that he was getting more. As Philbin starts to come around, Ripa bursts in, exclaims, "What's not to like?" and pulls Philbin by the hand out the door.

A voiceover later explains that TD and Commerce are now doing business as TD Bank. The ads rebrand the merged entity as "TD Bank," and use TD's tagline, "America's Most Convenient Bank."

"The TD shield [logo] is a known-symbol of financial strength across the world," Jennifer Carlson, a representative for the company tells Marketing Daily. The company had originally intended to do business as TD Commerce Bank, but a lawsuit in New England prevented that, Carlson says.

The television advertising is part of a multimillion-dollar advertising campaign that will also include print, online and in-store marketing, all of which feature Regis and Ripa. "They're nationally recognized personalities," Carlson says of their continued use in marketing materials. "They love the brand and what we stand for."

As a merged entity, TD and Commerce will continue TD's customer service promises, like being open seven days a week, extended lobby hours, free coin counting machines and treats for kids and dogs.

TD Bank Financial Group acquired Commerce Bancorp in March, giving the entity more than 1,000 branches along the eastern seaboard running, with a footprint that runs from Maine to Florida. TD Bank Financial Group is also the parent company of companies such as TD Waterhouse, TD Securities and TD Canada Trust. The company also has an investment in TD Ameritrade.