TD Canada Trust continues to make Canadian South Asians feel welcome, as our latest spot for them shows.

The premise here is equally simple and incredibly relevant - i.e. TD makes mortgages comfortable, desi style. Instead of the anxiety of negotiating your first Canadian mortgage in a completely unfamiliar setting, TD's mortgage process makes you feel at home. With mortgage specialists who come to you, who get you, who speak the same language as you figuratively and literally.

It's one reason why the majority of desis bank with TD: TD makes mortgages comfortable, desi style.

This idea is demonstrative - TD is not just saying "we get you" it is showing it, in the ad.
(Desi = a person of Indian extraction)


The team:
Client: TD Canada Trust
Agency: Barrett and Welsh

Creative Directors: Mike Welsh and Gavin Barrett
Writer: Gavin Barrett
Art Director: Bhupesh Luther/Gavin Barrett

Directed by: Richard Picton
Executive Producer: Augusta Brook

Editor: Chris Brook
DOP/Colour: Johnny Askwith
Motion graphics: Alwyn Pereira

Music: Night in Lenasia by Deepak Ram, Golden Horn Productions
Sound design: WantedSP, Toronto

I am going to break an longstanding rule of mine and post 2 commercials made by Barrett and Welsh - in a row. The reason? They're good. And they represent a substantial commitment to the South Asian community in Canada by TD Canada Trust. The first spot is called A Longer Hours People.

What's the idea here? Well, everything is longer for South Asians.
Weddings last a week. Festivals are celebrated over several days.
Bollywood movies last three hours.
Even our favourite sport, cricket, is played over five days.
Since time immemorial, our customs, traditions, passions, work ethics, faith and values have driven us to rise earlier and to stay awake later.

South Asians are a longer hours people. And the longer banking hours that TD keeps are a perfect fit, as this commercial demonstrates.


The team:
Client: TD Canada Trust
Agency: Barrett and Welsh

Creative Directors: Mike Welsh and Gavin Barrett
Writer: Gavin Barrett
Art Director: Bhupesh Luther

Produced by Barrett and Welsh, freelance producer: Munaf Husain/Dancing Light Pictures

Editor: Chris Brook
Music: Night in Lenasia by Deepak Ram, Golden Horn Productions
Sound design: Mark Dwyer, Zoo Music, Toronto
DOP/Colour: Pasha Patriki
Motion graphics: Alwyn Pereira
Stock: Getty Images