The multi-channel effort from Ogilvy aims to ease the stress that many taxpayers associate with their W-2s and 1099s, drawing parallels to more anticipated seasons while also showcasing some of H&R Block’s updated tax prep products.
It also takes aim at direct competitor TurboTax, which is mentioned by name in some of the campaign’s longer video spots, which tell consumers to “switch to a better online tax service.”
“For most Americans, tax season is the most significant financial moment of the year. And yet it’s one of these seasons that kind of fills us with dread when you mention taxes,” said Jill Cress, chief marketing and experience officer at H&R Block, who joined the company from PayPal eight months ago.
A key statistic for Cress: even though approximately 75% of U.S. taxpayers receive a refund each year, according to data from the Internal Revenue Service, trepidation still persists. A recent study from personal finance firm Bankrate found that two-thirds of Americans have at least one concern with their annual tax refund.
“We thought, ‘Is there a way to really reframe this experience so we focus less on the process and more on the sort of end result of the season?’” Cress said.
Tax season is upon us
Officially launching on Jan. 1, 2023, with its hero “Paparazzi” spot, the new “It’s Tax Season” campaign encompasses several linear and connected TV ads that juxtapose the country’s pre-Tax Day filing blitz with football season, wedding season, award season, fishing season and the Christmas and holiday season.