TurboTax Is Returning to the Super Bowl With More Comedy From Wieden + Kennedy

William H. Macy steps in for John C. Reilly

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TurboTax aired a surprisingly entertaining ad on last year's Super Bowl, with Wieden + Kennedy and director Bryan Buckley teaming up for an amusing metaphor about how the game—for most fans—is like high-school prom. Now, client and agency are getting dolled up for a second date at the big dance.

The Intuit-owned online tax preparation service just launched its 2015 brand campaign, again through W+K. It will feature a 60-second spot on the Feb. 1 Super Bowl telecast. But before heading to Arizona, the campaign creative is taking an early trip to New Orleans—for Mardi Gras.

The 60-second "Mardi Gras" spot below broke during the Rose Bowl on New Year's Day. It uses one long, absurd, interconnected scene to show how TurboTax guides you step by step through all the tax-relevant milestones that happen during your year. Two other Mardi Gras spots, "Statues" (:30) and "Loud Noise" (:15), have also rolled out.

The Super Bowl spot will not be the "Mardi Gras" execution but something entirely new.

Last year's TurboTax Super Bowl spot used the voice of John C. Reilly. This new campaign subs in William H. Macy as the voiceover.

TurboTax Online sales were up 14 percent in 2014, the company says, while the do-it-yourself tax category itself grew 6 percent. TurboTax is choosing high-profile telecasts to get its message heard. It's also planning to advertise on the Goldes Globe Awards this Sunday.

The TV work is supported by radio, digital and social advertising throughout tax season.

TurboTax's 2014 Super Bowl spot:

CREDITS (Mardi Gras spots)

Client: Intuit TurboTax

Agency: Wieden + Kennedy, Portland, Ore.

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 / Alexina Shaber

Executive Creative Directors: Joe Staples / Mark Fitzloff

Head of Production: Ben Grylewicz

Strategic Planning: Amber Higgins / Nathan Goldberg

Project Management: Liza Robbins

Production Company: Biscuit

Director: Noam Murro

Executive Producer: Colleen O'Donnell

Line Producer: Jay Veal

Director of Photography: Simon Duggan

Editorial Company: Rock/Paper/Scissors

Editor: Stewart Reeves

Post Producer: Leah Carnahan

Post Executive Producer: Dave Sellars

VFX Company: The Mill

2D Lead: John Shirley

3D Lead: Robert Sethi

VFX Producer: Chris Harlowe

VFX Coordinator: Karina Ford

Flame: Brad Scott / Trent Shumway

Nuke: Becky Porter / Anthony Petitti / Mike Simons

CG: Steven Olson / Mike DiNocco / Carl Harders / Nathaniel Morgan / Danny Yoon / Matt Neopolitan / Margaux Huneau / Anthony Northman / Alberto Lara

DMP: Jiyoung Lee

Sound Company: Barking Owl

Songs: "Statue" (Original Music)

"Noise" (Original Music)

"Shrimp" (Original Music)

"Wedding" ("Le Tourbillon" by Jeanne Moreau)

"Mardi Gras" ("Mack the Knife")

Producer: Kelly Bayett

Sound Company: Barking Owl

Sound Designer: Michael Anastasi

Producer: Kelly Bayett

Mix Company: Lime Studios

Mixer: Loren Silber/Zach Fisher

@nudd Tim Nudd is a former creative editor of Adweek.