H&R Block Builds On Super Bowl Spot

CHICAGO H&R Block will run its TV spot featuring Willie Nelson during premier television events throughout the tax season, company executives said.

The 30-second ad from Campbell Mithun, Minneapolis, debuted during this year’s Super Bowl and features Nelson as a spokesman for a fictional shaving cream. The singer is forced to do the commercial after his accountant informs him he owes $30 million in back taxes.

Positive response from viewers led to H&R’s decision to use the spot to reach more taxpayers, executives said.

The Kansas City-based tax service provider will air the spot during the telecast of the Daytona 500 on Feb. 16, the first time H&R has bought time on a Nascar race.

The spot will also air on the 45th Grammy Awards on Feb. 23 and during the NCAA Final Four Tournament in March and April.