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.