Any Australian can relate to the simplicity of riding a bike. For the TVC, we took this everyday behaviour and gradually cranked up the complexity from basic riding to gravity defying, X-Games level stunt biking – all the while making it seem effortless. It was a powerfully simple, universally understandable way to show that H&R Block could handle easy and complex tax problems with ease.

Despite the tough market conditions, H&R Block recorded a 9% increase in new customers booking appointments via the dedicated number from the TVC. This lead to a 12% boost in revenue (coming from a higher number of customers bringing their more complex tax returns to H&R Block for the first time).