Toronto - February 15th, 2024 - H&R Block has launched its new platform, “Life’s Certainties,” with its new Agency of Record, Ogilvy Canada. Launched nationwide on January 29 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.”

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The new platform is the first campaign to come out of the collaboration between H&R Block and Ogilvy Canada since the agency was brought on as H&R Block’s Agency of Record in May 2023.

About H&R Block Canada

A trusted partner of Canadians for 60 years, H&R Block Canada is Canada's tax leader. Serving almost 1,000 locations across Canada, H&R Block’s team of Tax Experts use the latest in technological advances combined with real-world expertise to help people file taxes in office, through drop off service, upload their documents remotely, or use do-it-yourself Tax Software. H&R Block Canada can support in the preparation of personal, small business, corporate, U.S., rental and estate taxes. H&R Block's comprehensive education program, Tax Academy, trains new experts and ensures our Tax Experts continually update their skills. Learn more at www.hrblock.ca.