W+K Launches First Campaign for TurboTax

By Erik Oster Comment

W+K again? Yes, and now it concerns W+K Portland’s “It’s Amazing What You’re Capable Of” campaign for TurboTax with the launch ad, “The Year of You.”

The spot marks the first creative work W+K have completed in partnership with TurboTax since nabbing AOR duties back in July. As you might expect from the title, the :90 “The Year of You” reminisces about all the things that “you” have accomplished in 2013, paying homage especially to new parents, newlyweds and new home owners. This leads in to the suggestion that since you’ve done all these things, you’re the best person to do your taxes. The types of accomplishments applauded in the ad correlate with the simple questions that TurboTax uses, such as “Did you get married?” and the ad does a good job making TurboTax’s system look very easy. The voiceover during the ad (which sounds a lot like John C. Reilly) is lighthearted and endearing, making the whole thing unexpectedly likeable for an advertisement for a tax service, which should help assuage some of the inevitable tax season anxiety it triggers.

“The Year of You” launched yesterday and will run until April 15th. During that time, W+K will gradually roll out other initiatives in the “It’s Amazing What You’re Capable Of” campaign. Stick around for credits after the jump.Credits:


Creative Directors: Dan Kroeger/Mike Giepert

Copywriters: Dan Kroeger/Brooke Barker

Senior Art Director: Johan Arlig

Senior Producer: Erika Madison

Account Team: Courtney Nelson/Vanessa Miller/Anna Boteva

Executive Creative Directors: Joe Staples/Susan Hoffman

Head of Production: Ben Grylewicz

Strategic Planning: Amber Higgins/Cat Wilson

Project Management: Liza Robbins


Production Company: Park Pictures

Director/DP: Lance Acord

Executive Producer: Mary Ann Marino

Line Producer: Michaela Johnson

Production Designer: Jason Hamilton


Editorial Company: Spot Welders

Editor (90/60/30s): Haines Hall

Editor (15s): Oli Hecks

Post Producer: Carolina Wallace


VFX Company: A52

Executive Producer: Megan Meloth

VFX Producer: Kim Christensen

Lead Flame Artist: Brendan Crockett

Roto: Tiffany Germann

Titles/Graphics: Brand New School


Composer: Shawn James Seymour

Sound Designers: Haines Hall/Oli Hecks

Mix Company: Eleven

Mixer: Jeff Payne

Producer: Suzanne Hollingshead: