H&R Block Breaks ‘Smart’ Campaign

H&R Block focuses on its tax preparation business in the first round of advertising from Campbell Mithun in Minneapolis.

In animated and live-action spots breaking next week, the estimated $100 million campaign touts promotions with Amazon.com, Blockbuster and ABC’s who Who Wants to be a Millionaire. The campaign also introduces a new tagline for the Kansas City, Mo., company: “Just plain smart.”

A campaign featuring H&R Block’s financial planning capabilities is expected later this year.