Charles Schwab's TV... Someone should talk to Chuck about it!

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Dec12

George Parker

December 12, 2006

Know More: Ad Campaigns

Having just seen a new TV spot in the continuing Charles Schwab campaign, I have to admit to being mystified as to why they use Bob Sabiston’s “interpolated rotoscoping” animation technique, which involves taking live-action film clips and coloring over the frames, creating animated characters that seem a bit strange to me. What this kind of animation lends to Schwab’s message, I have no idea. I’m sure the agency, Euro RSCG, made a convincing pitch to the client as to why they should, in effect, pay twice for the same commercial. It’s an interesting technique and worked well for Richard Linklater’s recent film Scanner Darkly, but for a TV spot, it leaves me with that age old answer to that age old question, “Why?” ... “Because we can!” On the other hand, it may be that someone realized this was the only way you could bring a scintilla of interest to an extremely boring subject.

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My bet is talent costs. I'm not absolutely up to date on SAG rules but technically it's animation so there are no talent costs every 13 weeks. Actors get paid just the day of shooting, probably on video.

Posted by: GI Joe | December 12, 2006 8:20 PM | Permalink to Comment

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« When you're number one... Should you spend millions trying to make yourself number twelve? | Main | MadScam goes viral. »

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