…It got it anyway. It stands out in an on air ad block.

Joy reminds Australians that when it comes to getting more back this tax season, H&R Block don’t miss a thing…in a set of 4 TV executions that no viewer could possibly ignore. In fact, it’s likely they’ll pay more attention on the second viewing. The ads get H&R Block’s message across by being optical illusion puzzles – with items hidden in a street scene – a man in a bus stop seat, a Ninja in a pedestrian crossing…and an elephant in wall graffiti. All 3 feature in the 60, one each in the 3 x 30s.

The viewer misses them, but the H&R Block accountant doesn’t. He points each out before it is revealed. I bet you watch the ad twice to find them first. And I bet this is the first time you have paid close attention to a tax company advert.

General manager of Joy, Simon Ludowyke, stated, “Nearly every Australian in gainful employment struggles with tax returns this time of year. Let’s be honest, it’s the last thing you want to think about. Our team created a concept based on the all too present knowledge that, somewhere in the maze of taxation red tape and bureaucracy, there are savings to be found.

All hail to production company, The Glue Society, too for this campaign.

Managing Director of H&R Block, Brodie Dixon, remarked, “There are many tax deductions that may not be identified by do-it-yourselfers and that is where H&R Block steps in. We don’t miss a thing when preparing our clients’ tax returns to get the most out of their refunds”.

The three month campaign includes OOH, radio, digital, print, ambient, and in-store activations targeting taxpayers with various executions of one visually engaging question:  if you don’t see the guys at H&R Block, what might you miss this tax season?

The campaign targets taxpayers under 45 years of age, many of whom are using the Australian Tax Office’s E-Tax and MyTax online systems and may be missing out on deductions an expert would identify. The intriguing OOH arm of the campaign, featuring the same optical illusions as the TV, is aimed at younger taxpayers and runs at major universities.

Creative credits

Agency: Joy

Executive creative director: Christy Peacock

Copywriter: Lauren Ami MacDonald

Art Director: Vanessa Robinson

Designer: Roberta Cicerone

Producers: Sarah Cowen & Jeff Edwards

Director/Head of Strategy: Andrew Wynne

Production company: The Glue Society

Director: Matt Devine

Photography: Simon Harsent @ Pool Collective

Sound: Sonar

Editing: The Editors

Post production: Heckler