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H&R Block readies Mood Swing campaign
H&R Block Canada is preparing a new advertising campaign tied to tax season. Developed by Sandbox Advertising of Toronto, the campaign will feature a 30-second television commercial called "Mood Swing," as well as four 15-second executions. The creative makes use of the pop song "Happy Together" and is intended to lighten the mood usually associated with preparing a tax return.
The campaign also includes radio advertising, social media content, digital out-of-home ads, online display ads and pre-roll video, as well as public relations support from Ketchum Public Relations Canada. The campaign will break in English Canada next week and run until early May.
"The theatrical approach is a very different direction than we've taken in the past, but we wanted to do something that would be memorable and resonate with people," said Mark Hindman, vice-president of marketing at H&R Block Canada. "We are still focusing on the value, convenience and experience that H&R Block offers by driving home the message that no matter what your tax situation, a student, newlywed or married with kids, H&R Block can help."