TurboTax Unveils a Super Bowl Teaser With Its Biggest Celebrity Yet: Humpty Dumpty

So that's why he fell

TurboTax has been embracing celebrities in a big way this year, rolling out ads with everyone from Kathy Bates to DJ Khaled. But for the upcoming Super Bowl, the brand is really pulling out the big guns—Humpty Dumpty himself.

The notorious nursery-rhyme egg will star in three spots, including a 45-second spot on Super Bowl LI in two weeks’ time. The first spot, a teaser of sorts, broke Sunday night during the AFC Championship Game, and features Humpty being attended to after his fall.

Turns out he was using TurboTax up on that wall. (Don’t try this at home.)

The new campaign, from Wieden + Kennedy Portland, marks TurboTax’s fourth consecutive year on the Super Bowl. The three-spot Humpty series includes “Humpty Fall” (directed by Ivan Zachariáš), the Super Bowl spot, and a third spot after the Super Bowl.

“We’re excited to once again be part of some of television’s biggest live events at a time when taxes are top of mind for millions of Americans,” said Greg Johnson, svp of marketing for Intuit TurboTax. “The Big Game and the Grammys give us unique opportunities to demonstrate—in an entertaining and memorable way—that with TurboTax, there’s expert help, on demand in the palm of your hand.”

The marketer has been running a campaign lately themed “Relax, there’s TurboTax,” playing up consumer control by highlighting in-product access to a live, one-way video connection to a TurboTax expert or credentialed CPA or enrolled agent to get real-time, personalized answers.

Client: Intuit TurboTax

Agency: Wieden + Kennedy, Portland, ore.
Creative Directors: Erik Fahrenkopf / Max Stinson
Copywriter: Wayne Ching
Art Director: Susan Land
Producer: Jeff Selis
Account Team: Courtney Nelson / Vanessa Miller / Corey Woodson / Alex Fitch
Business Affairs: Karen Roche
Head of Production: Ben Grylewicz
Studio: Amy Streger / Eric Reigert / Dana Beaty
Project Manager: Annie Quach

Production Company: Smuggler
Director: Ivan Zachariáš
Co-Founder: Brian Carmody
Executive Producer: Allison Kunzman
Line Producer: Nick Landon
Cinematographer: Adam Kimmel
1st Asst. Director: Bobby Phillips
Production Designer: Jeremy Hindle
Key Costumer: Courtney Hoffman

Editorial Company: Joint Editorial
Editor: Matthew Hilber
Executive Producer: Leslie Carther
Producer: Chris Gerard
Assistants: Kristy Faris / Mimi Bergen

Editorial Company: Robota
Editor: Filip Malasek

VFX Company: The Mill
Executive Producer: Enca Kaul
Senior Producer: Anastasia von Rahl
Production Coordinator: Chris Lewis
Shoot Supervisor: Tim Davies / James Allen
Creative Director: Tim Davies
2D Lead Artist: James Allen
2D Artists: Brad Scott / Chris Payne / Krysten Richardson / Tim Davies / Gareth Parr / Kelsey Napier / Jake Albers / Rob Winfield / Steve Gibbons
3D Artists: Blake Guest (Previz) / Gillian George / Alice Panek
Matte Painting: Thom Price / Gillian George
Motion Graphics: Greg Park

Color Company: The Mill
Executive Producer, Colour: Thatcher Peterson
Color Producer: Diane Valera
Production Coordinator, Colour:: Robert Cohen
Colorist: Greg Reese / Adam Scott

Music House (Humpty Fall)
Music House: Walker
Executive Producer: Sara Matarazzo / Peter Gannon
Senior Producer: Abbey Hickman

Music+Sound Company: Pefflabs, Inc.
Sound Designer: Jeff Sudakin

Mix Company: LIME Studios
Audio Mixer: Sam Casas
Audio Assistant: Lisa Mermelstien
Executive Producer: Susie Boyajan
Producer: Kayla Phungglan