W+K Uses DJ Khaled’s Star Power in New Pre-Super Bowl TurboTax Spots

By Erik Oster 

With tax season on the horizon, W+K launched a new broadcast campaign with some help from a disparate group of celebrities.

New spots starring DJ Khaled, David Ortiz, and Kathy Bates position the brand as an easy way to handle the stresses of filing taxes, each featuring a TurboTax representative aiding one of the celebrities via the brand’s SmartLook video connection. In “DJ Khaled The Exercise Program G,” for example, DJ Khaled explains that he’s “in the personal training game now” (from the comfort of his couch) and wants to know if he can deduct workout equipment.

Another spot features former Boston Red Sox slugger David Ortiz as the world’s worst tennis instructor with a question about deducting balls. Kathy Bates, meanwhile, wants to know if she can claim the creepy (possibly supernatural?) kids that were in the house she recently moved into as dependents. Sorry Kathy, no such luck. There’s also a Spanish language spot featuring Mexican actress Karla Souza (presumably handled by the brand’s multicultural agency, Grupo Gallegos).

“This year’s campaign is the next step in redefining the TurboTax brand by proving that TurboTax has human help on demand so that people know they’re never alone,” Intuit TurboTax senior vice president of marketing Greg Johnson said in a statement. “The campaign works to overcome the biggest barrier to those who don’t use software today. It demonstrates that TurboTax can serve a broad range of taxpayers, including Latinos, self-employed or those who’ve had life changes, by providing immediate access to expert assurance. With TurboTax, there’s a human, on demand in the palm of your hand.”

The broadcast campaign launched over New Year’s, will continue to run throughout the 2017 tax season and will also include a 45-second spot during the Super Bowl. Supporting the broadcast effort are digital and social activations, as well as media integrations.


“TurboTax will be back in the big game this year, taking advantage of a key moment to reach millions of Americans during the height of the tax season,” Johnson added. “This year’s spot will extend the campaign with additional breakthrough creative that brings to life the value of our on-demand, human help in a humorous and surprising way.”