H&R Block Embraces the Certainty of Tax Season in New Campaign

H&R Block has launched its new platform, 'Life’s Certainties,' with its new Agency of Record, Ogilvy Canada. Launched nationwide on January 29th and running through tax season - including a special placement slated for Super Bowl LVIII - the platform is brought to life across films, radio, social, and digital assets and creatively highlights the certainty inherent in H&R Block’s Maximum Refund Guarantee.

The spots that make up the campaign depict a number of humorous 'certainties' that people experience - like a long-lost father arriving just when you make it big, or forgetting to put your phone on silent at a critical moment - while highlighting the ultimate certainty that H&R Block will get Canadians the maximum tax refund, guaranteed.

Francesco Grandi, chief creative officer at Ogilvy Canada, said, “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. So, we made that the epicenter of our ‘Life’s Certainties’ platform, focusing on the most absurd and ridiculous truths we all experience.”

Gavin Drummond, chief creative officer at Ogilvy Canada, added, “These are tricky times financially. People are really looking to stretch their dollars – so we wanted to position H&R Block as a sure thing. With all the bad news floating around, they also could use a good laugh. We set out to create this quirky, slightly off-the-wall universe, where we bring the effects of Murphy’s Law to life.”

Hilary Zaharko, VP, marketing for H&R Block Canada said, “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.”