W+K Portland brought its “It’s Amazing What You’re Capable Of” for TurboTax to the Super Bowl last night with “Boston Tea Party.”
“It’s Amazing What You’re Capable Of,” W+K’s first campaign for the brand, debuted at the start of 2014 with “The Year of You,” following the agency winning AOR duties the previous summer. “Boston Tea Party” introduces TurboTax’s new offering of free filing for individuals who file a simple tax return (1040A/1040EZ). The spot imagines that historical event going down a little differently when the British offer to allow Americans to file taxes for free, injecting a bit of big game appropriate humor into the campaign. “Okay, so maybe that’s not exactly how it went down,” the spot concedes, “but you can file on TurboTax for absolutely nothing.”
It may not be the most noteworthy ad of the Super Bowl, but “Boston Tea Party” fits the brand well, managing to simultaneously feel like an extension of the “It’s Amazing What You’re Capable Of” campaign while also introducing a new selling point for the brand.
Credits:
W+K PORTLAND
Creative Directors Dan Kroeger / Max Stinson
Copywriter Darcie Burrell / Brooke Barker
Art Director Chris Taylor
Producer/ Assistant Producer Endy Hedman / Julie Gursha
Account Team Courtney Nelson / Vanessa Miller / Anna Boteva
Executive Creative Directors Joe Staples / Mark Fitzloff
Head of Production Ben Grylewicz
Strategic Planning Amber Higgins / Nathan Goldberg
Project Management Liza Robbins
PRODUCTION
Production Company Biscuit
Director Noam Murro
Managing Director Shawn Lacy
Executive Producer Colleen O’Donnell
Line Producer Jay Veal
Director of Photography Simon Duggan
EDITORIAL
Editorial Company Exile
Editor Kirk Baxter
Assistant Editor Nate Gross / Grant Hall
Post Producer Toby Louie
Post Executive Producer CL Weaver
VFX
VFX Company The Mill
VFX Executive Producer Sue Troyan
Executive Color Producer Thatcher Peterson
VFX Producer Dan Robers
Color Producer Antonio Hardy
Production Coordinator Benjamin Sposato
Creative Director / Shoot
Supervisor
2D Lead Chris Knight
2D Artists Sarah Eim / John Price / Robert Murdock / Martin Karlsson
3D Lead Tom Graham
3D Artists Phill Mayer / Katie Yancey / Alberto Lara / Jason Monroe / Majid Esmaeili / Mario Afu
Matte Painters Sun Chung / Thom Price / Andy Wheater
Robert Sethi / Chris Knight
Hassan / Nick Lines / Fabian Elmers / Steve Olsen / Dustin Colson / Carl Harders / Simon
Brown / Ed Boldero / Jason Jansky
Colorist Adam Scott
MUSIC
Sound Company Barking Owl
Creative Director Kelly Bayett
Head of Production Whitney Fromholtz
Song #1 Original composed music — “To Win (Hero Theme)”
Song #2 Bob Dylan “The Man in Me”
SOUND DESIGN
Sound Company Barking Owl
Sound Designer Michael Anastasi
Creative Director Kelly Bayett
Producer Whitney Fromholtz
MIX
Mix Company Eleven Sound
Mixer Jeff Payne
Assistant Mixer Ben Freer
Producer Dawn Redmann
Exec Producer Suzanne Hollingshead