At H&R Block ‘Estamos Contigo’.

H&R Block is looking for clients who speak Spanish—and Chicago-based advertising agency Lápiz is helping to bring them onboard through a new ad campaign that reinforces the tax company’s position as the expert and advocate for the Hispanic taxpayers.

Showcasing the company’s commitment to the Hispanic community under the tagline “Estamos Contigo” (we are with you), the campaign rolled out in early January and will run through early April across 13 markets including New York, Miami, Chicago, Dallas, Los Angeles, San Francisco, San Diego, Sacramento, Denver, El Paso, Fresno, Phoenix and Puerto Rico.

“Filing taxes can be stressful, and even more so for those born outside the United States who may not be familiar with this process,” said Sheila Dougherty, Senior Marketing Manager of Multicultural Marketing at H&R Block. “Lápiz’s understanding of our business needs is reflected on the ‘Estamos Contigo’ campaign, which is helping us reiterate to the Hispanic community that, at H&R Block, we have the resources and the expertise to serve and support them in their language of preference when it comes to taxes and other financial needs, all year-round.”

After being selected as H&R Block’s agency of record for the U.S. Hispanic market back in April 2007, Lápiz has worked closely with H&R Block to create an original and entertaining Hispanic advertisement campaign that aligned with the company’s general market “You Got People” campaign. The result is a distinct television, radio and OOH campaign featuring Horacio (H) and Roberto (R), two likeable Hispanic friends on a quest to bust the myths that Hispanics may have about H&R Block in a humorous, yet informative, approach.

“When creating the ad campaign, we kept in mind H&R Block’s stance as the leader in the tax industry and a partner for the Hispanic community. At the same time, we wanted to bring a fresh perspective to something as serious as taxes in order to connect with Latinos in a more personal and humorous light,” said Laurence Klinger, Chief Creative Officer at Lápiz.

Tailored to each market, the OHH convey the company’s language capabilities and its reliable services. For instance, the Los Angeles OOH features Horacio and Roberto wearing black leather jackets and sunglasses, like Arnold Schwarzenegger in “Terminator”, with a quirky “Hasta La Vista, Taxes” slogan, while the Miami OOH showcases the pair sipping on Cuban coffee with the statement “Si Algo te Va a Quitar el Sueño, Que Sea el Café Cubano,” which roughly translates to “if you’re going to lose sleep, let it be over Cuban coffee.” In Dallas, Horacio and Roberto let taxpayers know that H&R Block will do their taxes “Sin Rodeos,” (“without the run around”), a clever play on words that honors the official sport in the state of Texas.

Witty television spots light-heartedly showcase the importance of having a qualified, Spanish speaking, bilingual tax professional who has received the latest training on all the recent tax law changes and can effectively guide the clients to file their returns. One of the spots follows Horacio and Roberto, along with two flamenco dancers, to an H&R Block office, where Horacio and Roberto will prove that the professionals at H&R Block do speak Spanish. The flamenco dancers belt out a tune in Spanish stating “can you help me with my taxes, please?” to which a tax professional responds (also singing) “but of course, have a seat.” Horacio and Roberto then add: “Proof that H&R Block does speak Spanish.”

In another spot, Horacio and Roberto visit a beauty salon and ask the stylist to assist in tax preparation. The stylist gladly accepts the documents and, after some time has passed, the camera flashes back to the stylist, who has converted the documents into paper-doll cut outs. Horacio and Roberto then state: “Proven, not just anyone can do your taxes.”