A new year, a new tax season—and with it nightmares of audits, unexpected amounts owed and the panic of yet another impending April 15 deadline. It’s that time of year reserved for the begrudging acceptance of life’s other certainty. Jackson Hewitt Tax Service, however, is aiming to change those longstanding connotations—or at least remind taxpayers of the brighter side.
A new ad campaign, “Jackson Hewitt’s How You Do It,” highlights the potential reward of filing one’s return—the coveted refund check. One commercial, set to Montell Jordan’s 1995 track “This Is How We Do It,” shows customers and employees in a Jackson Hewitt office celebrating with awkward dance moves and exaggerated expressions after one customer earns a refund. Another ad begins with a girl falling in midair after her mother, who’s just heard about the family’s refund check, tosses her in joy at the news; more awkward dancing ensues.
Tax season may always conjure some anxiety, but Jackson Hewitt is right to emphasize the light at the end of the tunnel, especially since the company targets “Main Street Americans,” or moderate-income consumers who have struggled since the downturn, according to The New York Times. The prospect of dance-worthy good news could make those who normally rely on tax preparation software (or no help at all) think twice.