H&R Block, the tax preparation company founded in 1955, has enlisted the help of the perennially suave and debonair Jon Hamm, aka Mad Men's Don Draper, in its push for the 2017 tax season.
Dubbed the Get Your Taxes Won campaign, H&R Block says the effort “goes directly to the heart of what people care about – getting the most money back on their taxes and having the best overall tax filing experience.”
What’s more, Kathy Collins, H&R Block’s chief marketing and strategy officer, said the brand is “going to be very aggressive in telling consumers how much we have to offer” this year. That includes an earlier start and more of a broadcast presence, including high profile programming. The first TV ad aired during Sunday Night Football on Christmas Day. Ads will also air during the NFL playoffs and the NCAA College Football Championship.
According to the brand, Hamm will be featured in TV and radio spots, playing an actor in several roles, including a 1930s New York policeman and a Roman emperor “all of which give him an opportunity to talk taxes with other cast and crew members.”
Touting their shared Missouri heritage, Kansas City-based H&R Block also noted Hamm, who is perhaps best known for playing ad man Don Draper, “now finds his role reversed as he stars as himself in a national advertising campaign.”
“When I was starting out as an actor, I had no idea what to do with my taxes,” Hamm clearly said in real life and not just for a press release. “I went to H&R Block and they helped me file the right way. I didn’t give anything extra back to the IRS. H&R Block helped me win my taxes from day one and I’m proud to be the spokesperson for the leader in tax preparation.”
Get Your Taxes Won was created by advertising agency Fallon Worldwide. The commercials were directed by Simon McQuoid, who also directed the upcoming movie Mortal Kombat.
“By simply getting your taxes done as quickly as possible, tax filers could be leaving money behind,” Collins added. “We know taxes can be nerve-wracking and people worry about getting them right, so we believe our campaign will force consumers to rethink whether the provider or filing method they’re using really gets them the best outcome.”