Magic Hour Bows Apex Work

Affection is one emotion not often expressed for the Internal Revenue Service, but Magic Hour Communications aims to change that with ads it has created for Apex Property Exchange.

A print campaign for Apex, a Hanover, Mass., tax consulting company specializing in real estate, aircraft and personal property clients, represents the agency’s first foray into media advertising. The campaign emphasizes the capital gains tax savings clients incur when they partner with Apex.

In one ad, “IRS,” surrounded by a heart, appears as a tattoo on a man’s upper arm; the headline reads, “Partners for Life.”

In another, titled “Love is in the Air,” “IRS” appears written in the sky.