HM Revenue and Customs (HMRC) has partnered with Sky Media, the advertising arm of Sky, to launch a new national campaign fronted by football legend and broadcaster Jill Scott. The campaign encourages people to download the HMRC app, giving them an easier way to manage their tax and finances, including secure methods to pay their Self Assessment tax bill or claim tax refunds and instant access to their National Insurance records and state pension information. Aimed at supporting millions across the UK including self-employed workers and small business owners as they prepare for the 31 January Self Assessment filing and payment deadline.
OmniGOV at MG OMD led the strategy and partnership, recognising Sky’s ability to connect HMRC with its key audiences through relatable content and familiar faces. Audience analysis revealed that comedy content resonated strongly across all segments, inspiring a creative approach rooted in humour and entertainment that engages people where they’re already tuned in.
The result is an informative, light-hearted TVC and wider multi-platform campaign running across Sky Media’s entertainment and comedy portfolio, including A League of Their Own, where Scott is a regular face. Using AdSmart, the campaign targets audiences with tailored app features to maximise relevance, helping to demystify the tax return process and highlight the benefits of the HMRC app.
Produced by Sky Media Productions, the creative showcases the HMRC app as a simple, all-in-one solution for claiming tax refunds, checking National Insurance details, and accessing pension information. Leveraging AdSmart’s precision targeting across both linear and on-demand audiences, the campaign delivers tailored messages to key demographics, highlighting pension tools for 50–65s, claim tax refunds for 35–49s, and finding your National Insurance Number for 18–34s — ensuring the right messages reach the right audience at the right time.
Karin Seymour, Director of Client & Marketing at Sky Media, added: Partnering with HMRC is a great example of how Sky Media’s creative and targeting capabilities help engage and connect with relevant audiences. With Jill Scott fronting the campaign, we’re bringing a familiar, trusted face to a topic that can often feel daunting. Her authenticity and humour make it relatable, and AdSmart’s scale and precision ensure HMRC delivers the right message to the right household.
Neil Martin, Deputy Director of Strategic Communications and Marketing, HMRC, commented: “The HMRC app is transforming how millions of people manage their tax and finances, with 5.6 million customers using the app since April 2025. By partnering with Sky, we’re reaching our audiences where they’re most engaged. The campaign highlights the simplicity and security of the HMRC app, helping people to take control of their money and tax in just a click .”
Sarah Frielick, Senior Partnerships Executive, OmniGov at MG OMD, said: “Using audience insight, we knew a partnership with Sky Media was the perfect fit to tap into the audience’s culture, content preferences and humour. As such, we’ve been able to bring HMRC’s message to life in relatable, human ways. Turning a complex subject such as tax into something which resonates with the audience.”
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