TD Bank has just released a new short film that breathes life into its “The Ready Commitment” social good initiative.
The two-minute and 30-second film, called “A Tall Tale,” tells the emotional story of a very tall woman who loses her job at a book store when it closes, and then starts her own business designing clothes for tall women thanks to support from TD.
There’s no voiceover and little overt brand messaging in the film—just a Billie Marten cover of Hall & Oates “You Make My Dreams.” But the length of the film enabled TD to tell a detailed story about a relatively complex topic (Leo Burnett is the creative agency). “We believe with a little help, anyone can rewrite their story,” reads the super at the end of the spot, before “The Ready Commitment” appears on screen.
TD launched “The Ready Commitment” platform in March, pledging $1 billion over 12 years to help build better, more inclusive communities.
“While there is enormous opportunity for growth, progress and economic development before us, we know that change can be disruptive and has the potential to increase social and economic exclusion,” said Bharat Masrani, group president and chief executive officer, TD Bank Group at the time. “TD is committed to the hard work needed to open doors and help make the promise of tomorrow more inclusive for the millions of individuals across our growing North American footprint.”
Funding from The Ready Commitment will be directed towards four key streams:
•Vibrant Planet: Help elevate the quality of our environment, including enhancing green spaces and supporting the transition to a low-carbon economy through low-carbon lending, financing, asset management and other programs by 2030;
•Connected Communities: Create opportunities for everyone to participate and be included in their community, by bringing people together through shared experiences, supporting arts and culture, and responding to local needs;
•Better Health: Support more equitable health outcomes through investing in innovative solutions; and
•Financial Security: Increase access to the opportunities that help people improve their financial security, ranging from access to affordable housing, to financial literacy, to early learning and income stability.
The new film specifically focuses on that last goal.
“For four in 10 Canadians, unstable income is a story that’s all too real,” said TD. “However, with the help of organizations supported by TD through The Ready Commitment, we believe they can have a chance to rewrite their story.”