SS+K Salutes the Hard-Working for Jackson Hewitt

By Erik Oster 

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

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