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After having a rough tax season last year, H&R Block has changed its brand positioning to compete with competitors like TurboTax. Its new partnership with artificial intelligence platform IBM Watson is part of that positioning, and its Super Bowl spot, which the brand waited to debut until tonight’s game, highlights that partnership.
The 60-second ad, “Future,” by Fallon in Minneapolis, is voiced by H&R Block spokesman Jon Hamm and includes the brand’s current tagline, “get your taxes won.”
Differing from the funny tone of the brand’s current Hamm spots, this one takes a more dramatic tack, with Hamm touting Watson’s role in helping doctors fight disease, predict weather patterns, and now, improve H&R Block’s tax preparation services.
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