Charles Schwab Campaign Celebrates Heroism in Tackling Your Finances
Taking control of your finances is not for the faint of heart, asserts a new campaign from investment company Charles Schwab. The San Francisco-based firm will begin airing a series of spots focused on the bravery and press-worthiness associated with small investment actions, like calling your financial advisor, or asking questions about fees, on Friday. In one ad, a man readies himself to finally call his broker, and a watching crowd cheers him on as they would a golfer taking a shot.
The campaign, which includes three 30-second spots airing on major networks, coincides with the timing of the Champions Tour, the golfing event for those over 50 run by PGA Tour. Schwab has been a sponsor of the PGA since 1997, and last year signed on for 20 more years. The new ads are part of Schwab’s “Own Your Tomorrow” marketing initiative, which was originally created by Crispin Porter & Bogusky three years ago to replace “Talk to Chuck.”
“Making these small financial decisions — these moments are heroic and you’re doing something that is hard,” explained Brian Perkins, creative director of San Francisco-based Mekanism, which worked on the campaign. “You see sports brands championing people going out for a run or lifting weights, and we wanted to do the same thing for finance.”
