Though he’s an expert on “green,” Willie Nelson is probably not the person to ask for financial advice. And thus he's again the perfect foil-slash-cautionary tale for H&R Block and its agency, Interpublic Group of Cos.' Campbell Mithun in Minneapolis. "Willie Doll" is a sequel to Nelson's debut for H&R Block in the 2003 Super Bowl ("Willie Nelson"), and probably one of the more successful sequels in the Super Bowl canon (see Volkswagen's "The Force" for one example of an ad that arguably tried a little too hard).
H&R Block would be back in 2009 (a Nelson-free "Murray") before ceding the Super Bowl to most software-centric tax-prep marketer such as TaxAct.com ("Free to Pee," 2012) and TurboTax ("Love Hurts," 2014, and others).
Director: Jesse Peretz. Production company: X-Ray Films. Director of photography: Tom Richmond.
Agency producer: Kathy DiToro. Executive creative director: George Halvorson. Art director: Monty Pera. Copywriter: Joe Stefanson. Music company: Hum. Composer: Jason Steele. Sound designer: Marc Healy. Special effects: Curious Pictures. Editorial: MacKenzie Cutler Editorial. Editor: Gavin Cutler.
BRAND: H&R Block
AGENCY: Campbell Mithun