H&R Block is playing with certainties – beyond death and taxes – to highlight its offerings in a bolder way.
In the tax brand’s latest work, it examines humorous certainties like AI taking on barber duties, a father wanting a piece of his son’s new sports contract, an inopportune text sent as vows are exchanged, and lastly, highlighting the ultimate certainty that H&R Block guarantees a maximum tax refund.
This is the first work for H&R Block by its new agency of record, Ogilvy Canada, which came on board last summer.
“We leaned into the fact that H&R Block is all about certainty – including the fact that Canadians are certain to want the maximum possible refund,” says Francesco Grandi, chief creative officer at Ogilvy Canada. “So, we made that the epicenter of our ‘Life’s Certainties’ platform, focusing on the most absurd and ridiculous truths we all experience.”
As Grandi tells strategy, Ogilvy felt there was an opportunity to take the brand in a “bolder, brasher direction” that would really make it stand out from the competition.
“Given the current financial climate, Canadians are looking for every way possible to keep their hard-earned money in their pockets,” says Hilary Zaharko, VP, marketing for H&R Block Canada. “The last thing anyone needs is to risk not getting their maximum refund.”
The new platform will run through tax season, including placement in Super Bowl LVIII, and will also be brought to life across films, radio, social and digital assets. The platform is set up to creatively highlight the certainty inherent in H&R Block’s Maximum Refund Guarantee.
Two new tactics are being introduced this year: cinema, which will play H&R Block’s 15-second ad as pre-roll before movies, and Snapchat filter to bring awareness to a younger demographic.
Dentsu is the media AOR.
Last year, during the Super Bowl, H&R Block spoofed the Christmas holiday season saying tax season is just as fun, referencing football with a family caught in a media scrum after getting a nice refund.
