If you want to motivate people, sometimes you have to rile them up. So we created Carl, the broker who embodies everything people distrust about investing. The problem for Carl is that he keeps getting compared to Charles Schwab, and he loses every time. By putting a face to that lack of trust, we didn’t just explain Schwab’s difference, we made people feel it.

RESULTS
The campaign earned an Effie Award and is still running 20+ spots later, proving that a simple, insight-driven idea can outlast the category and continue building the brand over time.