Moira Stuart to front tax return ads

The Government has drafted in former BBC newsreader Moira Stuart as the new face of the HM Revenue and Customs self-assessment advertising campaign. She replaces historian and BBC presenter Adam Hart-Davis, who fronted the campaign for six years.

The new campaign, which has been created by Miles Calcraft Briginshaw Duffy, will retain the “Tax doesn’t have to be taxing” strapline and will run across television, outdoor, posters, press and online. Media planning and buying is handled by Phd.

It will highlight the new tax return deadline of October 31 and January 31 for online returns. The TV ads see Stuart popping up in the middle of conversations to point out the new deadlines.

Michelle Patel, marketing team leader at HMRC, says: “Self Assessment is undergoing a major change this year and we wanted to make this clear with a new take on our campaign.”

More than 9 million self-assessment tax returns are issued every year by the HMRC. Last year, 5.2m people filed their returns on paper and 3.8m filed online.

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