TD Canada gets comfy with CTV programs

Product integration takes the front seat - in a big, green armchair - in this new TD Canada Trust campaign that integrates the brand with CTV's top programming including CSI, Lost and American Idol.

TD Canada Trust is bringing CTV viewers insider info about some of their favourite shows with a new multi-platform branding initiative, ‘Up Close & Comfortable.’ The video segments are a series of backstage and on-location interviews with the creators of some of CTVglobemedia’s top dramas, reality series and news programs – including CSI, Lost, American Idol, Grey’s Anatomy, Desperate Housewives, Flashpoint, SportsCentre and Dancing with the Stars.

Some of the first videos, which will air as television spots and are also available on a microsite housed on, include an interview with Debra Byrd, vocal coach on American Idol seated in the iconic TD Canada Trust green armchair. Another segment is an interview with Marty Cej, BNN managing editor and anchor,  who speaks about his experiences in the newsroom and what it’s like to work young journalists. Mark Ellis and Stephanie Morgenstern, co-creators and writers of Flashpoint, discuss the creative process behind the show.


The media initiative was led by Starcom, while ‘Up Close & Comfortable’ segments were created in-house by the CTV Brand Partnerships team, directed and produced by Patrick McCann, CTV creative director.

‘This innovative program is a prime example of where advertising and media are heading. The ‘Up Close & Comfortable’ campaign allows us to engage consumers through a variety of different media, in a way that embodies what banking at TD is all about – comfort,’ says Dominic Mercuri, EVP, marketing, TD Canada Trust, in a release.