Design is cohesion. We’ve talked about that. And advertising design on TV needs cohesive thought—a continuity—that keeps viewers tuned in.
H&R Block has been doing TV ads ever since the early ‘70s. Henry Bloch (spelling correct) started the firm with his brothers not long after World War II, when it was merely an accounting firm. But in 1955, they started doing tax preparation, and by 1972 they decided to do their first TV ads, with Henry himself appearing in them.
In 2013, H&R Block put an everyman [see my last post, “Rise of the Everyman”] on the screen touting their new bold messages. One of their own tax professionals, Richard Gartland, wearing what was to become a signature (and color-coordinated with the Block logo) green bow tie, yelling, “It’s refund season!” and later, “Get your billions, America!”
Apart from the rather avant-garde delivery from a tax man, his image tied in perfectly with the buttoned down H&R tradition. It was a brilliant move.
But according to Fallon, H&R’s ad agency, 2016 was a tough year for their client. Other tax services were making inroads, including TurboTax, the software anyone can use from the confines of his/her own home. So they decided to change course.
And that course, according to broadchannel.com, is a bold directional change. New direction, new writing, new tagline: “Get your taxes won.” And they picked Jon Hamm to deliver it.
Thing is, Hamm had never done TV commercials. Not on camera, anyway. He’d done some voiceovers for Mercedes-Benz. You hear his words, soft and direct, and he’s OK there.
But in the Block ads, he’s lacking. He practically mumbles his lines, moving the entire time, following his blocking. But he’s quick to move and too quick to speak. We lose his delivery, and therefore the message.
It’s almost like the director was told they had to do these ads all on the first take.
And that’s too bad. We’ve lost the core H&R feel here. It’s too slick—he’s too slick—and the viewers will see it that way as well.