Charles Schwab Campaign Celebrates Heroism in Tackling Your Finances

Investment Company Tapped Mekanism to Run Spots Ahead of Champions Tour Golf Event

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Advertising Age Player

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."

Mekanism has worked with Schwab on a project basis for nearly six years, and was involved with the popular series "Oh Chuck! I Blew My Cash."

The new spots will run through the first half of the year. The first Champions Tour event starts Jan. 21.

"We believe there is a great fit between golf and investing," said a Schwab spokesman, noting similar audiences and a sport requiring a clear strategy. "The ads we're running try to connect the two in a fun way and to stand out from the crowd."

Last August, Schwab debuted a more emotionally-driven ad to teach consumers about the importance of asking questions. The 90-second animated fable featured a boy traveling on adventures with a trusty question mark beside him.

CORRECTION: An earlier version of this story said the Champions Tour was conducted by PGA of America. PGA Tour runs it.

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