In the lead-up to the U.S. Tax Day, I noticed H&R Block’s “gamer” ad popping up before every video I watched—clearly, their targeting strategy worked. I’m not alone; the ad has been viewed 24.1 million times on YouTube over the past three months. It’s simply everywhere.
Each time I see the ad, it sends my thoughts spiraling—not because it’s absurd. In the 15-second spot, a young woman on a couch boasts about “winning” her taxes to her roommate, who is busy with a video game controller. But one detail remains unmentioned: the commercial’s protagonist is dressed like Wario. Was this a costume oversight or a deliberate choice to get inside our heads?
Curious, I sought answers, and H&R Block delivered. “I love that you picked up on that little Easter egg,” Wendy Fitch, H&R Block’s Vice President of Brand Content and Insights, shared with me. She confirmed that the Wario costume was intentional, calling it a “subtle nod.”
I was advised not to overanalyze the Wario connection; the familiar yellow and purple look naturally emerged during wardrobe fittings on the shoot day. The decision to include Wario-inspired suspenders speaks to Fitch’s approach of hiring younger creatives who ensure a gamer-themed ad stays authentic. In the competitive tax preparation market, Fitch believes this authenticity is crucial.
The ad channels Wario energy, despite its cozy gaming setup. It throws a red shell at competitors like TurboTax, inviting young individuals to consider H&R Block to “win” at their refunds. Wah-wah-wah!
Fitch highlighted the aim to attract Gen Z to H&R Block, a challenge shared by many brands. Her team is crafting gamer-themed ads, organizing activations in platforms like Roblox and Minecraft, and launching amusing reality TV spoofs to connect with digital audiences genuinely. These efforts target breaking brand “inertia”—a phenomenon most of us experience.
Fitch explains, “People think, ‘I don’t want to start over. It’s such a hassle. I don’t know my previous year’s AGI. I’ll stick with my current provider, even if I’m dissatisfied.’ This ad, specifically, tries to speak to Gen Z.”
So, would Wario opt for H&R Block? Does he pay taxes on his gold? Has he faced audits from the Mushroom Kingdom’s IRS equivalent? These questions remain unanswered by H&R Block representatives, but I find comfort knowing that the Wario inclusion in their commercial was intentional.
