W+K Portland, TurboTax Show You ‘It Doesn’t Take a Genius to Do Your Taxes’

By Erik Oster 

With the arrival of tax season, W+K Portland is launching a new campaign for TurboTax entitled “It Doesn’t Take a Genius to Do Your Taxes.”

The campaign follows up “It’s Amazing What You’re Capable Of” (which launched with “The Year of You” at the beginning of 2014) with a series of  seven 30-second broadcast spots, the first of which launch today. Each of the ads, directed by Randy Krallman, feature one of the world’s greatest minds, displaying just how easy it is to file your taxes with TurboTax. In “S. James Gates W-2,” for example, features theoretical physicist Dr. James S. Gates, Jr. showing a man named Marvin who thinks you need to be a brainiac to do your own taxes how to upload his W-2 to TurboTax with a simple cell phone snapshot. Other spots feature professor of theoretical physics Dr. Michio Kaku explaining absolute zero (in reference to the program’s cost) and Nobel Laureate Dr. George Smoot demonstrating how simple TurboTax’s questions are. Three more ads will be launched in January and continue to run through April 18, in addition to the brand’s third consecutive appearance in the Super Bowl (with a 30-second spot) and three Spanish-language spots, created with multicultural agency Grupo Gallegos, the first of which is also featured below. The campaign is also supported by supported by radio, digital and social elements. 

“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,” said said Greg Johnson, senior vice president of marketing for Intuit’s Consumer Tax Group. “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. The ads bring new innovations to life, demonstrating how TurboTax addresses consumers’ doubts and empowers them to get every dollar they deserve.”

CLIENT: Intuit TurboTax


Creative Directors: Max Stinson, Scott Kaplan, Erik Fahrenkopf
Copywriter: Jason Turner
Art Director: Joe Albert
Senior Producer: Erika Madison
Account Team: Courtney Nelson, Vanessa Miller, Anna Boteva
Executive Creative Directors: Joe Staples/Mark Fitzloff
Head of Production: Ben Grylewicz
Strategic Planning: Christine Sheehan, Nathan Goldberg
Project Management: Laurie Holtz

Production Company: Smuggler
Director: Randy Krallman
Executive Producer: Shannon Jones
Line Producer: Ian Blain
Director of Photography: Manel Ruiz

Editorial Company: Mackenzie Cutler
Editor: Erik Laroi
Assistant Editors: Maria Lee/Sarah Krusen
Executive Producer: Sasha Hirschfeld
Sound Designer: Sam Shaffer

VFX Company: Joint
Lead Flame Artist: Katrina Salicrup
2D Artists: David Jahns, Stephan Lectez, Robert Murdock, Noah Poole
VFX Producer: Steve Griffith
VFX Coordinator: Nathanael Horton

WK Motion Producers: Sarah Gamazo/Michael Gersten
WK Motion Designers: James Heredia/Peiter Hergert
WK Studio Managers: Sally Garrido-Spencer/Amy Streger
WK Studio Designers: Eric Reigert/Dana Beaty

Telecine Company: Company 3
Colorist: Sean Coleman
Producer: Matt Moran

Mix Company: Joint
Mixer: Noah Woodburn
Producer: Sarah Fink