Don't think of your tax return as an annual blood sacrifice to our merciless bureaucratic overlords. Think of it more as a delightful recap of your exciting and eventful life! That's the upbeat message of TurboTax's new campaign from Wieden + Kennedy, themed "It's Amazing What You're Capable Of." With ads already running on TV and online, the campaign will also include a 60-second Super Bowl spot—the brand's first. (In addition, parent company Intuit is donating a 30-second Super Bowl ad slot to a small business selected by voters.) Each ad in the TurboTax campaign focuses on the major life decisions you make each year that can have an impact on your taxes. "That's what taxes are: a recap, the story of your year," notes the narrator. And speaking of the narrator, it sure sounds like character actor John C. Reilly, but as with many celebrity-voiced campaigns of late, the agency couldn't confirm that due to contractual obligations. Check out the anthem spot below and a few more executions after the jump.
While never a particularly enjoyable time for consumers, tax season has become fascinating from a marketing perspective, as do-it-yourself software brands have made an aggressive play for customers of the big brick-and-mortar chains.
H&R Block is flooding the zone with commercials this tax season. Its Super Bowl spot from Campbell Mithun starring the Grim Reaper is just one of a raft of new […]
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