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Schwab CMO Raves About Rotoscope Ads

3 Minute Ad Age, Nov. 11, 2008

By Published on .

NEW YORK (AdAge.com) -- Charles Schwab CMO Becky Saeger said the company's long series of rotoscoped ads have drawn some of the strongest reactions she has ever seen. Speaking at the recent Association of National Advertisers conference, she recounted how many viewers would later repeat the scripts verbatim to her. Rotoscoping is the technique that turns live video images into comic-book-like animations. Prior to the current economic crisis, the campaign, by Euro RSCG, drew wide attention as a visual standout.

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