When the Toronto Blue Jays secured their spot in the playoffs, fans across the country cheered, excited for the rollercoaster ride that is October baseball. As a proud fan and Official Bank of the Toronto Blue Jays for over 20 years, who better to give advice on how to handle the highs and lows of playoff baseball than TD?
As the Blue Jays launched into the playoffs, so did TD’s latest culturally reactive campaign – TD Playoff Advisor – developed with agency partner, Diamond.
Inspired by bringing fans closer to the sports they love, TD brought in a ringer. As host of Blue Jays Today, Nick Paleolog is a super fan who has his finger on the pulse of the game and has stepped up to the plate, advising Canadians through each move our beloved Blue Jays make with real time advice across broadcast, digital and social.
“As the Official Bank of the Toronto Blue Jays and as a sponsor of the team for over 20 years, we wanted to connect with our fans and bring the community together through each playoff game,” says Michael Armstrong, vice president, North American brand and sponsorships. “Every aspect of the TD Playoff Advisor campaign is designed to put the fans first, bringing them closer to the action with real-time engagement and commentary.”
To prepare for every possible twist and turn this run may take, the team at Diamond have mapped out every potential outcome all the way to the final series, creating a corresponding piece of content with the TD Playoff Advisor.
Beyond these playoff defining games, a suite of reactions to in-game moments were also shot to enable real time reactions. As the Blue Jays play on, playoff advice will be shared across paid and owned TikTok, Meta and digital platforms where sports fans live.
“The Toronto Blue Jays, playoff run is bigger than baseball – this is a national moment that unites the country, standing behind our team,” says Simon Craig, group creative director at Diamond. “Through this work we wanted to humanise the TD brand and allow it to share in the excitement of this moment.”
The campaign is also supported by in branch creative that will be updated throughout October, as well a hero broadcast spot and in-game drop ins featuring Blue Jays Outfielder, George Springer. Let’s Go Blue Jays!