The Work
H&R Block "Life's Certainties" Ogilvy Canada
A new brand platform for the tax preparation service that highlights the brand's maximum refund guarantee by comparing it to other certainties in life.
The tax preparation service is aware that Canadians are hunting for the biggest possible refund on their income taxes, especially in the current financial climate. "[T]he last thing anyone needs is to risk not getting their maximum refund," said VP of marketing Hilary Zaharko. The creative aims to position H&R Block as a sure thing.
The creative delivers the brand’s message in a tongue-in-cheek way by presenting a number of certainties—beyond death and taxes—that people might experience in their lives. In this case, that means the rise of AI (as barbers, no less) or a star athlete's dad coming out of the woodwork when his son finds success, and a song you hate being stuck in your head. These "certainties" are then contrasted with H&R Block’s service offerings as a means of selling the core premise that positions the brand as one "our clients can count on," said Zaharko.