H&R Block has taken an innovative approach to its advertising by targeting younger audiences through gaming culture. A recent ad features a young woman celebrating her tax success alongside her gamer roommate, with subtle references to popular gaming characters. Wendy Fitch, H&R Block's vice president, confirmed that the use of a Wario costume was intentional and reflects a strategy to connect with a younger demographic. The ad aims not only to promote its services but also to position itself against competitors like TurboTax, engaging Gen Z in a competitive market.
In the 15-second spot, a couchbound young woman proclaims she has 'won' her taxes to her roommate, who is mashing buttons on a nondescript console controller.
Wendy Fitch, H&R Block's vice president of Brand Content and Insights, confirmed to me that the Wario costuming 'was intentional' and 'a subtle nod.'
The recognizable splash of yellow and purple happened naturally during wardrobe try-ons on the day of the shooting; details like this signify H&R Block's shift towards engaging younger audiences.
Fitch says bringing Gen Z to H&R Block is critical for the brand's future, showing that they understand the market they're competing in.
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