H&R Block's Super Bowl Pitch: Now, Watson Can Do Your Taxes

After a rough 2016, H&R Block is pulling out all the stops to win this year's tax season. In December, the tax-service provider debuted a campaign with new spokesman Jon Hamm. Now, the brand is returning to the Super Bowl after an eight-year hiatus to pitch a first-time partnership with IBM Watson. H&R Block plans to use the technology of Watson to improve the tax preparation services at its 12,000 retail locations. "It's this idea of man and machine together--it's not any attempt to get rid of the experts but instead to just enhance their judgements," said Kathy Collins, chief marketing and strategy officer at H&R Block.