Charles Schwab


We helped Charles Schwab part the sea of investment sameness.

Project Overview

To help differentiate Schwab from its competitors, we created Carl - a bumbling anti-hero who represents everything that people don’t like about investment firms.

In each TV spot, we use humor to question Carl’s rigid, old school approach to investing, and show how he was no match for Schwab’s modern approach to wealth management. From touting Schwab’s lower pricing, better service, to product innovations and beyond, Carl has proved to be the perfect vehicle for showing just how Schwab stands out in a crowded field.


Brand Strategy

Creative Direction

Creative Production

Binoculars (:30)

Caught in traffic (:30)

Gym (:30)

Simplified (:30)