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H&R Block breaks new campaign

Tax preparation company H&R Block has begun a new advertising campaign that focuses on how the company can make it easier for consumers to file their tax returns. The campaign, which will run until April 29, includes national television ads on specialty and conventional channels, as well as radio ads in some markets. One television execution depicts a doctor and a group of interns examining a patient complaining of "severe pain in his posterior region," which the doctor diagnoses as "a text book case of tax pain," followed by, "There’s nothing we can do." The campaign was developed by Due North Communications with media buying by Vizeum. "This campaign is unique in that it leverages humour to let Canadians know that H&R Block can make taxes painless for them," said Karen Howe, creative director at Due North. "It offers a smile and a solution."

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