Toronto-Dominion Bank was one of the few Canadian companies to air an ad in the United States during the

Super Bowl , with its spot championing that we should all be a little “more human.”

The ad, dubbed The Delivery, features a delivery robot navigating a busy city and receiving help from humans along the way, which the bank said reinforces its belief “that the digital future should also be a human one.”

The 60-second spot simultaneously aired both in the U.S. and Canada just before halftime.

As part of the campaign, TD also announced plans to make its platform simpler and clearer under a unified brand platform, which the bank is calling More Human.

“As we continue investing in our digital capabilities, our focus is on ensuring that progress genuinely helps people by making banking at TD feel simpler, more empathetic and client-centric,” Tyrrell Schmidt, global chief marketing officer at TD Bank Group, said in a news release.

  • Super Bowl ad rates hit US$10 million for 30-second spot
  • Nearly half of Ontarians planning to bet on Super Bowl

TD paid big money for the ad. Bloomberg reported last month that NBC was charging as much as US$10 million for a 30-second commercial.