H&R Block breaks national campaign
H&R Block has begun a new advertising campaign promoting its tax return preparation services. The national campaign, developed by One Advertising of Toronto, consists of television and radio advertising. The 30-second TV commercial, called "Locker Room," depicts an athlete, a coach and a trainer discussing the player's "tax pain," which was relieved by getting a "second opinion" from H&R Block. The campaign will also include the "Doctor" commercial first used two years ago, in 30- and 15-second versions. This ad also depicts a conversation about "tax pain." A third commercial, called "Instant Cure," promotes the company's Instant Cash Back service. Television advertising will run on specialty and conventional stations until mid-April. Radio advertising focusing on the price of the company's services will run in large and mid-sided markets until March 31. Then, radio creative will focus on the filing deadline until April 30. "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 One Advertising president Jill King. Media buying for the campaign is being handled by Zenith Optimedia.