H&R Block parodies Netflix’s Too Hot to Handle in new responsibility-themed reality show
The tax prep brand has produced a four-part series that aims to turn sexy singles into responsible adults who know how to do laundry and file their own taxes. The program will be available for streaming on Roku.
Tax prep brand H&R Block is poking fun at US consumers’ love of reality TV programming, such as Netflix’s chaotic and delicious Too Hot to Handle.
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In a new four-part satirical reality series, the trailer for which debuts today at Sundance Film Festival, sexy singles arrive for what they think is a summer of fun at Lit Island – only to be swindled into developing valuable life skills on what is, in actuality, Responsibility Island.
The limited content series, which will be available for streaming on Roku starting February 16, follows young, gorgeous singles as they partake in challenges that test their chore and tax-filing abilities.
“These super seductive hellraisers think they’re in for a weeklong party … they’re actually on Responsibility Island,” a dramatic voiceover artist divulges in the new trailer. “The real reason these smokeshows were sent here: to get a genuine lesson in growing up – by taking on a gauntlet of responsibility challenges.”
In a clear nod to To Hot to Handle, the show’s inanimate host is a ‘smart’ iron that dishes out tasks to the islanders.
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The concept for the program stems from a handful of critical insights about young consumers: over 62% of Gen Zers have never filed their own taxes, and less than half have even been taught about taxes, according to H&R Block’s proprietary research.
Paired with the fact that more than nine in 10 Gen Z consumers want to see brands do something unique to break through the noise of the advertising landscape, according to data from Nudge, a parody reality show felt like the right concept to engage young tax filers.
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With tax season officially underway in the US, the brand is targeting young consumers who may find the help they need with H&R Block.
The project was developed by creative agency Piro, who worked with writers Lara Spotts and Jill Kargman to bring Responsibility Island to life. It’s the second time that Piro has teamed with Spotts and Kargman: the creatives previously collaborated on Bravo’s only half-hour scripted comedy series, Odd Mom Out.
PR and influencer activations promoting the new series are led by Ogilvy.
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