Innovation Refunds had collaborated with Ty Burrell, an 8-time Emmy Award-winning actor renowned for his character Phil Dunphy in Modern Family and a small business owner himself. This collaboration aimed to dispel misconceptions about the Employee Retention Credit (a component of the CARES Act). It also sought to enlighten small business owners on their potential eligibility for this tax credit and how it could be instrumental in their business growth.
The first ad in the series, titled “Second Opinion,” is based on the idea that every business owner should seek a second consultation before making an important decision, especially since they often don’t have the time to focus on topics outside of their area of expertise.
The series’ second spot titled “Qualify” explains that acquiring this tax credit does not disrupt the work performed by a company's CPA. “Improv,” the series’ third spot, showcases a variety of ways that small business owners could choose to use their refund.
These ads were written, produced, and designed by our in-house team. As the creative lead for this team, I was responsible for developing the original concepts, art direction, and creation of the audio signature chime, which was used to improve recall among viewers.
The Ty Burrell campaign also contained a display ad and DCO creative units where multiple headlines were tested for different customer segments.