The Fake Testimonial. Now with more Fake.
As I’ve said, the Fake Testimonial is the lowest form of advertising. “Chuck” Schwab has polished the turd to a super shiny sheen by cartoonizing the “customers.” Yes, this campaign has been around since October, but the latest spot featuring the woman on the ski lift—shown ad nauseam during the Olympics—just set me off. Chuck's message is exactly the same as TD Waterhouse and many other brokerage firms: We let You take control of your investments! It’s just delivered by fake-cartoon fake non-customer paid actors mouthing fake words written by a fake writer, aka an ad copywriter. You can watch the fakery here.