Who: H&R Block Canada, with Ogilvy Canada for strategy and creative.
What: "Life’s Certainties," a new brand platform for the tax preparation service that highlights the brand’s maximum refund guarantee. It is Ogilvy’s first creative work for H&R Block since being named its AOR in May.
When & Where: The campaign is primarily rolling out as a series of spots across broadcast TV—including a spot slated for the Canadian broadcast of Super Bowl LVIII—as well as radio, social and digital. It launched on Jan. 29, running throughout the entirety of tax season.
Why: 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.
“People are really looking to stretch their dollars,” added Gavin Drummond, chief creative officer at Ogilvy, so the creative aims to “position H&R Block as a sure thing.”
How: 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.
“We leaned into the fact that H&R Block is all about certainty – including the fact that Canadians are certain to want the maximum possible refund,” said Francesco Grandi, chief creative officer at Ogilvy. “We made that the epicentre of our ‘Life’s Certainties’ platform, focusing on the most absurd and ridiculous truths we all experience.”
What: "Life’s Certainties," a new brand platform for the tax preparation service that highlights the brand’s maximum refund guarantee. It is Ogilvy’s first creative work for H&R Block since being named its AOR in May.
When & Where: The campaign is primarily rolling out as a series of spots across broadcast TV—including a spot slated for the Canadian broadcast of Super Bowl LVIII—as well as radio, social and digital. It launched on Jan. 29, running throughout the entirety of tax season.
Why: 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.
“People are really looking to stretch their dollars,” added Gavin Drummond, chief creative officer at Ogilvy, so the creative aims to “position H&R Block as a sure thing.”
How: 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.
“We leaned into the fact that H&R Block is all about certainty – including the fact that Canadians are certain to want the maximum possible refund,” said Francesco Grandi, chief creative officer at Ogilvy. “We made that the epicentre of our ‘Life’s Certainties’ platform, focusing on the most absurd and ridiculous truths we all experience.”
And we quote: “Given the current financial climate, Canadians are looking for every way possible to keep their hard-earned money in their pockets. And, the last thing anyone needs is to risk not getting their maximum refund. These truths formed the basis of our “Life’s Certainties” platform, which playfully contrasts situations and scenarios that might be considered ‘sure things’ at face value with actual products and offerings from H&R Block that our clients can count on.” — Hilary Zaharko, VP, marketing, H&R Block Canada
