H&R Block Hispanic Advertising Campaign Delivers Message Of Trust.

cruz/kravetz:IDEA announced the launch of a comprehensive new Hispanic advertising campaign for H&R Block. The campaign, which reinforces the company’s nearly 50 years of experience and trust as a key advantage to using H&R Block, is the first creative effort of cruz/kravetz: IDEAS, H&R Block’s Hispanic agency of record.

The television and radio advertisements, which will air in major Hispanic markets throughout the United States beginning January 12, 2004, present H&R Block as the tax specialist that empowers Latino families to seek one of the company’s Spanish-speaking tax professionals to do their taxes rather than trusting a generalist who may not be familiar with recent tax law changes. The campaign includes TV and radio.

The message is powerfully communicated in 30-second television spots and in 60-second radio commercials. In one scenario, having taxes prepared by a notary public is compared with having a tooth pulled by an auto mechanic.

“”The campaign seeks to communicate that H&R Block’s Spanish-speaking tax professionals are an advocate for Hispanics and can be trusted with their tax information, as well as provide financial-related suggestions. The spots clearly distinguishes H&R Block as a foremost American company which works for the Hispanic client,” said Maite D’Amico, president and chief creative officer at cruz/kravetz: IDEAS. “The new tagline – H&R Block. Tu especialista en taxes. (Your tax specialist) – will be featured in all Spanish broadcast, print, out-of-home, Internet and in-store effort.”