HMRC signs Jill Scott to kick off major push for tax app

HMRC has turned to Sky Media and former Aston Villa and England footballer Jill Scott to encourage people to download the HMRC app, as it starts its annual drive to get Brits to file their Self Assessment income tax returns by January 31.

The app is designed to give Brits 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 January deadline; it will also support HMRC’s “Making Tax Digital” strategy.

OmniGOV at MG OMD led the strategy and partnership, with audience analysis revealing that comedy content resonated strongly across all segments, inspiring a creative approach rooted in humour and entertainment that engages people where theye already tuned in.

The result is an informative, light-hearted TV ad 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.

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.

HMRC deputy director of strategic communications and marketing Neil Martin said: “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.”

Sky Media director of client and marketing Karin Seymour 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.”