Competing in the tax prep category means you are fighting for business against brands who annually spend Super Bowl bucks to gain new customers. Jackson Hewit needed a way to stand out with a hook that would get people to stay tuned for more than the first 5 seconds of the spot. Our response? We open on a tortoise… (P.S. This is the director’s cut which doesn’t actually ‘open’ on a tortoise, but the spots that aired did and this campaign was Jackson Hewitt’s top performing work to date.)