In the lead-up to Tax Day in the U.S., I’ve noticed H&R Block’s “gamer” ad everywhere, especially before YouTube videos. Their targeted marketing seems effective, as the ad has racked up 24.1 million views over the past three months. It’s practically omnipresent.
Each viewing sends me into a spiral, not because of the ad’s message—which features a young woman exclaiming she has “won” her taxes to her game-focused roommate—but because the ad’s heroine resembles Wario. Is this a creative oversight or an intentional brain teaser?
I sought the answer from H&R Block, and they came through. Wendy Fitch, the company’s vice president of Brand Content and Insights, told me that the Wario-esque outfit was indeed a deliberate Easter egg, a “subtle nod.”
I was advised not to over-analyze the Wario reference; the iconic yellow and purple color scheme sprang from the wardrobe fitting on the day of filming. The idea that someone thought to integrate Wario’s style into an H&R Block ad highlights Fitch’s strategy of employing young creatives to maintain genuine gamer-themed advertising. According to Fitch, this authenticity is critical in the competitive tax prep industry.
The ad captures the essence of Wario too. Amidst the laid-back gaming setting, it’s a bold jab at TurboTax, suggesting that using H&R Block could help young people “win” their refunds. A classic Wario move!
Fitch mentioned that attracting Gen Z is a pivotal goal for H&R Block, a mission shared by many brands. Her team is actively developing gamer-oriented ads, creating experiences in Roblox and Minecraft, and crafting entertaining reality TV spoofs to authentically engage with their audience. The aim is to break the brand “inertia” that keeps people loyal to familiar services, despite any dissatisfaction.
Many people hesitate to switch providers due to the hassle, like finding last year’s AGI, so this ad specifically targets Gen Z with the promise of simplifying the tax-filing process.
Would Wario choose H&R Block? Does he file taxes on his treasure? Has he ever been audited by the Mushroom Kingdom’s tax authority? These are questions H&R Block can’t answer, but I’m relieved to know Wario’s appearance in the commercial was intentional.
