TurboTax Will Bring DJ Khaled and Other Big Names to 2017’s Super Bowl

Past efforts from the company’s agency of record Wieden + Kennedy have starred such disparate personalities as Inside the Actors Studio host James Lipton and the voices of character actors William H. Macy and John C. Reilly.

This year, the software company will help tax-weary Americans get by with a little help from some of their famous friends, including American Horror Story’s Kathy Bates, Red Sox veteran David Ortiz, Karla Souza of How to Get Away With Murder and the ubiquitous “King of Snapchat” DJ Khaled.

The campaign, called “Relax There’s TurboTax,” began with a series of new spots released over the holiday, like this one in which Khaled enters the personal training business:

The campaign will primarily focus on promoting Smart Look, a somewhat new service in which customers can speak directly to “a live TurboTax expert” as Khaled did in the spot above. Intuit aims to do so by reaching a more diverse audience united by its frustrations with the process of filing one’s taxes.

“The campaign works to overcome the biggest barrier to those who don’t use software today,” said the company’s svp of marketing, Greg Johnson, in a statement. “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.”

In addition to the four spots that have already launched, a 45-second ad will also air during the Big Game. Independent multicultural agency Grupo Gallegos worked on the campaign along with Wieden + Kennedy Portland.

“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,” Johnson said. The brand declined to provide any other specifics about the creative executions it has in store.

For months, Fox has placed the cost of a 30-second Super Bowl LI ad buy at approximately $5 million. Intuit spent $121.5 million on paid media promoting its TurboTax service during the first six months of 2016, according to Kantar Media.

Here are the three other teaser spots the brand has launched in advance of the Super Bowl: