TurboTax Ads from W+K Portland Prove You Don't Have to Be a Genius to Do Taxes
TurboTax last week announced the launch of seven new 30-second television spots and its return to America’s biggest football game. At the heart of this year’s campaign is a TurboTax experience that is so smart, relevant and highly personalized that taxpayers who choose to do their own taxes can do so with confidence.
“This year’s campaign is the next step in our multi-year journey to reposition the TurboTax brand and to build meaningful, emotional connections with consumers. For the first time, we’re addressing the uncertainty and self-doubt many people have about doing their own taxes by showing how TurboTax delivers an effortless, highly personalized and playful experience so they can be confident their taxes are done right,” said Greg Johnson, senior vice president of marketing for Intuit’s Consumer Tax Group. “The ads bring new innovations to life, demonstrating how TurboTax addresses consumers’ doubts and empowers them to get every dollar they deserve.”
The campaign, titled “It doesn’t take a genius to do your taxes,” begins New Year’s eve with a series of broadcast spots directed by Randy Krallman. The ads feature some of the world’s greatest minds who are brought in to show that TurboTax is so simple and intuitive that even real-life geniuses can’t make it any easier to use or understand. The resulting moments are amusingly awkward as the real geniuses— a theoretical physicist, mathematician and computer scientist—discover that they’re entirely redundant when it comes to helping people file their taxes with TurboTax.
A national media strategy integrates high-impact sports, entertainment and cultural moments throughout tax season—including a 30-second ad on Sunday, February 7, marking the brand’s third consecutive appearance in America’s biggest football game.
“We’re excited to bring TurboTax back to the Big Game, reaching millions of consumers at a time when their taxes and their tax refund are top of mind,” added Johnson.
The 2016 campaign is supported by radio, digital and social, and was created in partnership with independent advertising agency Wieden+Kennedy, based in Portland, Oregon and multicultural agency Grupo Gallegos.
Creative Director: Max Stinson, Scott Kaplan, Erik Fahrenkopf
Copywriter: Jason Turner
Art Director: Joe Albert
Executive Creative Director: Joe Staples / Mark Fitzloff
Head of TV / Production: Ben Grylewicz
Creative Agency: W+K Portland
Project Manager: Laurie Holtz
Account Management: Courtney Nelson, Vanessa Miller, Anna Boteva
Senior Producer: Erika Madison
Strategy: Christine Sheehan, Nathan Goldberg
Music and Sound
Sound Design: Sam Shaffer
Sound Mix: Noah Woodburn
Edit Assistant: Maria Lee/Sarah Krusen
Edit Company: Mackenzie Cutler
Editor: Erik Laroi
Executive Producer: Sasha Hirschfeld
Post Production / VFX
2D Artist: David Jahns, Stephan Lectez, Robert Murdock, Noah Poole
Colourist: Sean Coleman @ Company 3
Flame: Katrina Salicrup
Post Production House: Joint
Producer: Steve Griffith, Matt Moran
VFX Supervisor: Nathanael Horton
Director: Randy Krallman
DOP: Manel Ruiz
Executive Producer: Shannon Jones
Line Producer: Ian Blain
Production Company: Smuggler
Category: Business and services , Software