In 2024, more than ever, every dollar mattered. With inflation, a potential recession, and the rising price of eggs, people were looking for financial relief wherever they could find it.
That insight led to our core message: “When every dollar matters, it matters who does your taxes.” From there, we set out to create an engaging, ownable advertising campaign that would stand out in a sea of tax sameness.
“What the Buck?” is an integrated campaign featuring two TV commercials (Empty Wallet and Pricey Pizza) supported by radio, social, and digital. The entire campaign was developed in-house at Jackson Hewitt in partnership with our production partner, Ayni Brigade. Adweek featured our launch spot, “Empty Wallet,” describing it as part of the “not-so-subtle ‘What the Buck?’ campaign.”
We also created backup “Need Money?” versions of Empty Wallet and Pricey Pizza for audiences who might be more sensitive to the campaign’s tone.
