H&R Block back on TV with “Second Look” spot

As a new tax season gets set to begin, H&R Block has unveiled a new TV campaign to promote their Second Look program. The 30-second spot explains Second Look, which digs through old tax returns to find customers income that may have been missed. A high number of people overlook money owed to them when […]

As a new tax season gets set to begin, H&R Block has unveiled a new TV campaign to promote their Second Look program.


The 30-second spot explains Second Look, which digs through old tax returns to find customers income that may have been missed.

A high number of people overlook money owed to them when filing their taxes, said Jeff Robinson, account director at One Advertising, which designed the campaign.

“This [campaign] takes more of a specific focus on promoting the expertise of the tax professionals,” said Robinson. “That’s the reason we’re putting so much emphasis behind it. It really is a demonstration of H&R Block’s expertise.”

H&R Block is also continuing to run its previous 15 and 30-second TV spots, starring a doctor who diagnoses an ailing patient with “tax pain.”

“Canadians have responded well to the light-hearted humour used in the campaign, so we’ve brought this approach back with the new work,” said Jill King, president of One Advertising, in a statement.

The TV spots will run on specialty and conventional stations throughout Canada until mid-April, with radio versions running in major and mid-size markets from Feb. 11 to March 31. After that, H&R Block’s radio spots will switch to messages reminding listeners of the April 30 tax deadline.

Zenith Optimedia is the campaign’s media agency.

Brands Articles

Marketers to C2-MTL: Treat consumer data with care

Aimia and Aldo CMOs on the importance of using data to deliver better customer service

Cossette and OMD named SickKids Foundation AORs

Agencies will shape a new vision for a big name in the competitive fundraising space

Jack Black skincare selects first Canadian AOR

1Milk2Sugars will share duties between its Montreal and Toronto offices

Rabba Fine Foods hires first PR and marketing agencies

Future PR and marketing efforts will focus on the retailer's ties to the community

FIFA sponsors respond to corruption scandal

Visa and Coca-Cola call for change in how world football is managed

Maille pop-up puts fresh mustard on tap

After pop-ups in Vancouver and Montreal, the brand sets up in Toronto's Pusateri's

Moet Hennessy CMO to C2-MTL: You want loyalty? Buy a dog

CMO panel discusses the future of consumer engagement at annual event