Intuit QuickBooks Gets Behind Entrepreneurs in First Ads From TBWA\Chiat\Day

If your New Year's resolutions include going into business for yourself, Intuit QuickBooks has your back. In "Backing You," its first campaign from newly hired agency TBWA\Chiat\Day, the business software brand defines its growing role in the small-business world—and explains how it empowers self-employed folks across diverse industries. [kickout id="1"] "From the moment we pitched for the business [in the fall], it dawned on us that our team knew so many people who worked for themselves," agency creative director Kirsten Rutherford tells Adweek. "While they all may seem like isolated small businesses, the fact that there are so many of them, almost a movement, always impressed us. It was almost like a 'butterfly effect.' Each business contributed in their own way and supported all the other businesses around them. When we saw the actual data that the combined number of independent workers is larger than the combined work force of the Fortune 500, we knew we were onto something big." The work broke on Christmas Day, in a nod to the fact that many small-business owners can't take holidays off. "We describe the target as 'people who work for themselves,' including self-employed individuals, small-business owners, freelancers, gig economy workers, contractors and side-hustlers" such as folks selling stuff on Etsy or driving for Lyft, Rutherford says. "While their professions are quite diverse, their challenges and emotional realities are really quite similar." Along with the anthem video above, the campaign features ads that focus on the tenacity and drive of real QuickBooks customers. These spots strive for authenticity, putting the long hours and self-sacrifice in the spotlight. For example, in the clip below, we learn that for the owner of startup ASAP Construction Services, "this building season has been Jimmy's longest. He survived record rain and a supplier that went belly-up." [kickout id="2"] Next, we meet a young pottery maker who, quite literally, "built her business with her own two hands. Each unique piece comes to life in the same way—a messy, sloppy, splattery way." [kickout id="3"] "One of our steadfast commitments in this campaign was to reflect the true reality—highs and lows—of working for yourself," Rutherford says. "We immediately gravitated to real and relatable job types rather than the quirky, made-up or overly aspirational jobs you usually see depicted in this category." Each ad does a fine job of contrasting the hardscrabble daily grind of small-business owners with QuickBooks benefits like receipt tracking, invoice management and mileage tracking. Throughout the production process, the team took pains to stay true to the campaign's spirit by employing mainly small businesses and independent vendors to do the work. These ranged from security crews and set dressers to caterers and lighting pros. The team even stayed at boutique hotels while filming on location. Emerging artist Willa Amai, who is just 13 years old, provides a stripped-down cover of Daft Punk's "Harder, Better, Stronger, Faster" for the soundtrack. Her intense, no-frills delivery—completely unlike the sleek, robo-tech original—seems particularly in tune with the gritty visuals. Check out some hard-workin' digital and out-of-home elements below: CREDITS Agency: TBWA\Chiat\Day President: Erin Riley Chief Creative Officer: Renato Fernandez Creative Director: Kirsten Rutherford Creative Director: Ben Beazley Sr. Copywriter: Suzanne Sherwood Sr. Art Director: Eron Broughton Sr. Copywriter: Liz Cartwright Sr. Art Director: Stephen Lum Copywriter: Stew Tribe Art Director: Dan Hales Director of Production: Brian O' Rourke Executive Producer: Kat Urban Producer: Marty Church Global Brand Leader: Cyril Bedat Brand Director: Matt Theisen Brand Manager: Jillian Rudman Assistant Brand Manager: Alix Johnson Group Planning Director: John Hickman Sr. Planner: Samira Shahabuddin Sr. Digital Strategist: Emilie Arrive Director of Design: Mark Sloan Director of Studio Production: Brian Dougherty Flash Designer: Kevin Reid Designer: Billie Heitzman Designer: James Thompson Studio Artist: Riki Komachi Sr. Project Manager: Josh Levine Executive Print Producer: Hashi Clark Jr. Digital Producer: Mia Kuhn Sr. Business Affairs Manager: Jennifer Anaya Director of Traffic Operations: Dessiah Maxwell Magdalena Wosinska: Photographer Deena Fayette: Senior Art Producer Production Agency: Interrogate Director: Michael Marantz Music Production: We Are Hear Vocalist: Willa Amai Editorial: Spot Welders Color / Finish / VFX: Shipping + Handling Sound Design / Mix: Beacon Street Studio

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Intuit QuickBooks Gets Behind Entrepreneurs in First Ads From TBWA\Chiat\Day

Supporting small businesses, even in producing the campaign

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