Ahead of the upcoming tax season, H&R Block is reminding Canadians that when it comes to taxes, it sees what others don’t.
Created by the brand’s long time agency of record, One Advertising, the campaign titled “Camouflage” aims to demonstrate how the brand’s tax specialists are so skilled, they’re able to spot things that will save you money, such as tax deductions you weren’t aware of.
The campaign centres on three 30-second TV spots, “Triads” “Marching Band” and “Dragster” and introduces the “We don’t miss a thing” tagline. “Triads” is currently airing across English Canada, with the others set to be rolled out throughout tax season.
Each spot is filmed in the same urban locale, with a large, colourful mural painted on a brick wall in the background. Cleverly hidden within the painting are objects nearly invisible to the naked eye, such as a marching band, Chinese dragon, unicyclist and baton twirler. The H&R Block representative featured in the ad has no trouble spotting them, and he enthusiastically points out their locations for the camera.
“We thought it was really playfully engaging,” said Karen Howe, senior vice-president and creative director at One.
“It’s a wonderful product demonstration, which is a tough thing to do with taxes, to be able to showcase your expertise in a very engaging and meaningful way.”
“Camouflage” is a departure from the brands successful “Tax Pain” campaign, which ran for the past five years. According to Jeff Robinson, account director at One, while “Tax Pain” resonated with consumers, it was time to switch from focusing on “ease and convenience,” and remind Canadians, that with more than 50 years of service under its belt, H&R Block is an expert.
“With five years of messaging under our belt, reminding and reiterating to Canadians that H&R Block is the easy and convenient way to do their taxes, we wanted to come back and further support the notion that there’s an expertise that goes with it,” said Robinson. “This is focusing less on the convenience factor and more on the value and experience you’re getting when you’re coming into H&R Block.”
The media buy, which was handled internally, also includes radio, digital, social and OOH.
One worked with Holiday Films, Panic + Bob, Pirate Toronto and Smith on the spots.
“Camouflage” wraps up on April 30.
