Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that intersts you, share your favourite stories and follow your favourite people and companies

Already have an account?

Super Bowl 2016
  • 202

Sir Anthony Hopkins Sells Absolutely Nothing for TurboTax's Super Bowl Ad

Wieden+Kennedy Portland, 7 months, 3 weeks ago

American tax software brand launches satirical Super Bowl spot from W+K Portland

Sir Anthony Hopkins Sells Absolutely Nothing for TurboTax's Super Bowl Ad

If you caught the Big Game, then you know that TurboTax hired Sir Anthony Hopkins to help sell absolutely nothing in the commercial “Never a Sellout”, from W+K Portland.

For the second year in a row, TurboTax used one of the nation’s biggest broadcast moments to build awareness for Absolute Zero, its best free tax-filing offer ever. It’s the kind of product a celebrity concerned about selling out would be fine with because, really, they’re not selling anything.

This concept hinged on landing an actor who had never done a commercial in the U.S. and would be a surprise to people watching. Iconic and award-winning actor Sir Anthony Hopkins fit the bill. He is, after all, one of Hollywood’s few actors with far too much integrity to sell anyone anything.

Over the years there has been increased competition among brands around celebrity endorsements, teasers and teasers for teasers. This is a fun, satirical take on celebrity endorsements and a behind-the-scenes look at brands jockeying for the biggest possible names.

Sir Anthony Hopkins continues to not sell you anything in additional interview segments discussing his career.

Creative Agency

Creative Director: Max Stinson / Erik Fahrenkopf

Copywriter: Matt Skibiak

Art Director: Devin Gillespie

Producer: Jennifer Fiske

Creative Agency: W+K PORTLAND

Project Manager: Laurie Holtz

Account Management: Courtney Nelson / Vanessa Miller / Alexina Shaber

Strategy: Christine Sheehan / Nathan Goldberg

Music and Sound

Sound Mix: Loren Silber @ Lime


Edit Company: Arcade Edit

Editor: Geoff Hounsell

Post Production / VFX

Colourist: Siggy Ferstl/Company 3

Executive Producer: Damian Stevens (Arcade), Robert Owens (VFX)

Flame: Claus Hansen, Jason Frank

Post Production House: Method (VFX)

Producer: Cristina Matracia (Arcade), Karena Ajamian (VFX)

Production Company

Director: Steve Rogers

Executive Producer: Holly Vega

Line Producer: Karen O’Brien

Photographer : Jo Willems

Production Company: Biscuit

Genre: Comedy