Talk to Chuck

Schwab worked with ad agency Euro RSCG Worldwide-New York to create the Talk to Chuck™ campaign. After a six-month test in Houston, Denver and Chicago, the campaign was launched nationally on Sept. 26, 2005.

To cut through the clutter of traditional financial services ads, the TV campaign uses "interpolated rotoscoping." Each TV ad is filmed in live action and then digitally animated. The ads are written in a conversational, straight-talking style based on real "pain points" voiced by individual investors.


TV	Print Ads	Online Ads	Out-of-Home Ads	Branch Merchandising

Awards

The campaign has won numerous awards, including accolates from The Journal of Financial Advertising for best ad campaign in the brokerage category and best in show for financial services advertising. More recently, the campaign won the Grand Ogilvy Award in the ARF David Ogilvy Awards. Schwab was cited as "the best of the best" for successfully utilizing research to produce an ad campaign that achieves exceptional business results.

Reviews

"This new work is a total change in look and tone. Indeed, what we've got here is a brand repositioning so complete that it even includes changing the founder's given name."

Barbara Lippert, Adweek