SS+K launched a new integrated campaign for Jackson Hewitt in anticipation of tax season, introducing the brand positioning, “Working Hard for the Hardest Working.”
A 30-second anthem ad celebrates “Quttin’ Time” as it pictures cashiers, waitresses, construction workers, teachers, nurses and more ending a hard day of work over the Pete Seeger song “I’ve Been Working on the Railroad.” The voiceover delivers the “working hard” line before promising “the biggest refunds” and “100 percent accuracy.” The spot’s footage works with the song selection to evoke the mood of a hard day’s work just ended before promising that Jackson Hewitt is on your side and will do whatever it can to earn you that maximum refund. Two 15-second spots — “Cashier” and “Waitress” — support the effort.
Bobby Hershfield, partner and chief creative officer at SS+K said of the spot’s song selection, “We wanted the music to be something that relates to our message of working hard for the hardest working but is charming and classic. Pete Seeger felt so right for what we were saying and the audience we were talking to.”
Credits:
Client: Jackson Hewitt
Project: “Working Hard for the Hardest Working”
Agency: SS+K
Partner, Chief Creative Officer: Bobby Hershfield
Senior Vice President, Director of Production: John Swartz
Executive Producer: Christopher McLallen
Senior Copywriter: Lindsey Lanpher
Senior Art Director: Alyssa Georg
Vice President, Account Director: Katie Dahill
Senior Account Executive: Keri Cook
Account Coordinator: Cameron Reilly
Production Company: Believe Media
Director: Bruce Dowad
Executive Producer: Jannie McInnes
Producer: Jane Thomson
Director of Photography: John Houtman
Service Company: The Capital Media Company
Executive Producer: Christian Allen
Editorial: Lost Planet
Executive Producer: Krystn Wagenberg
Producer: Taylor Colbert
Editor: Jacks Genega
Assistant Editor: Kyle Grandmaison
Colorist: Sofie Borup for Company 3
Finishing by Nice Shoes