THE INSIGHT: The more tenured ethnic immigrants are comfortable with their ‘go-to’ local accountant. Their tax filing routine is set and they don’t want to get out of their comfort zone. Nevertheless, there is always worry when they receive a letter from the CRA and the first thing that comes to mind is if their accountant made a mistake. They worry, “Is my accountant (now friend) filing my taxes correctly?”
This online video spot captures a fun game of blocks between father and child which gets disrupted by mom informing that a letter has arrived from the CRA. Dad’s fun moment turns to worry as he thinks about the implication of the CRA letter. H&R Block offers him peace of mind with its Free Second Look at past tax returns service. A now relaxed dad gets back to enjoying the game.
The campaign is built on the benefit statement: Block out the worry. Un-tax your mind.
The video involves a double shoot with an Asian and South Asian family. The Asian video is in English, Cantonese, and Mandarin.