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

Millennial-ized market means Kraft Dinner is now KD

Low-risk name change drives brand update across 27 products

Jaguar Land Rover picks Mint

Toronto shop becomes automaker's first agency of record in 15 years

Toronto yoga junky finds her Flow for online contest

Bottled water brand wraps its social media contest after finding The Chi Junky

Working myself out of a job (Column)

In an ideal world, a good company may not need a PR firm. In reality...

Corby dedicates 50% of digital spend to programmatic

Booze brands make a big shift online with new media and platform partners

Shopify to spend more to grow ahead of holiday season

Despite Q2 loss, revenue nearly doubles from a year ago

Diageo launches Jeremiah Weed in Canada

Brand takes 'irreverent approach' to connect with millennials

Amazon expected to become top U.S. clothing retailer

Will ecommerce giant become the king of clothing in Canada?

Weak dollar not all bad news for retailers (Survey)

Canadians are rethinking their cross-border shopping trips