Tax Service Gives Power to the People

CHICAGO Interpublic Group’s Campbell Mithun looks to make average people feel important in a new campaign for H&R Block.

The work is the shop’s first since successfully defending creative duties on the $100 million account last year.

Television spots now airing use “I got people” as a tagline to show how average individuals can get help with their taxes. One ad shows two people on a miniature golf course discussing their finances. When one player excuses himself from a round to do his taxes, the other (younger and presumably less tax savvy) says he’s “got people” to do that for him.

Another spot features a mail carrier who, when asked if he delivers W2s to himself, says he doesn’t worry about it because he’s “got people.”

“‘I got people’ is an empowering statement,” said group creative director Reid Holmes, in a statement. “It gives the brand a voice that is friendly and approachable, while speaking to H&R Block’s heritage as an advocate for their customers.”

The Minneapolis agency has handled the Kansas City, Mo., company’s account for seven years. The shop last year successfully defended the creative portion of the business last year in a review. The media, however, subsequently moved from the agency to Omnicom’s OMD.

The integrated effort also includes a redesigned Web home page, online banner ads and a direct response effort that includes traditional and e-mail elements.

H&R Block spent nearly $120 million on advertising through October 2006, according to Nielsen Monitor-Plus.