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H&R Block will be back in the Super Bowl for the first time since 2009 to promote a new partnership with IBM Watson to help the artificial intelligence platform do your taxes.
The brand has chosen not to release the 60-second ad—which will air in the game’s first quarter and was produced by Fallon in Minneapolis—ahead of the Big Game.
“It’s against the norm, but we decided that this is a bold announcement and we wanted to keep it under wraps until we had the biggest audience possible,” said Kathy Collins, H&R Block’s CMO.
The spot will star current
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