Giving tax season a human voice that brings confidence and fun to filing.

Competing against category giants with bigger budgets, Jackson Hewitt needed a distinctive way to stand out and connect. A creative strategy reframed tax preparation from a chore to a calling, inspiring the creation of Jack, a passionate tax expert who embodied the brand’s belief that helping people with their taxes is more than a job—it’s a mission. His personality came to life across broadcast, social, and franchise communications, transforming obligation into optimism and giving the brand a face people could root for.

The campaign revitalized Jackson Hewitt, driving record revenue, new client growth, and unifying the franchise network behind a single, confident voice that continues to lead the brand forward.