Capital One, TD Bank, Associated Bank and other financial institutions have brought on celebrity pitchmen to improve their images. When TD Bank acquired Commerce Bancorp, it inherited Regis Philbin and Kelly Ripa as celebrity endorsers. "It's important that we've maintained a consistent relationship for years" with Mr. Philbin and Ms. Ripa, said Allegra Sandelli, senior vice president and director of marketing communications at TD Bank. "This is not about shock value, but the continuity of the brand."

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