TurboTax’s New Campaign Celebrates Humanity, Will Close Out With Super Bowl Spot

The tax software plugs its on-demand offerings in latest effort

a person standing in a big bubbly tub
TurboTax is starting off the new year with a fresh campaign. Wieden + Kennedy
Headshot of Minda Smiley

With the new year comes resolutions, a fresh start and the beginning of tax season.

As Americans begin the arduous (and often expensive) process of filing their taxes, TurboTax is here to remind us that just about anyone can get the job done with the help of its platform.

Created by Wieden + Kennedy, the campaign’s “All People Are Tax People” spot celebrates the incredible—if not bizarre—things that humans manage to accomplish every day, like transport a pet goldfish on the subway or dance atop a mechanical bull. Some of the scenarios are a touch more realistic, as having a baby and space travel are also cited as examples, but the sentiment remains the same: People can be good at anything, even taxes.

According to Wieden + Kennedy, the campaign will culminate with a 45-second Super Bowl spot, although the agency said that it will debut fresh creative for the game.

TurboTax has become a regular in the Super Bowl in recent years. Last year’s spot, which marked its sixth consecutive appearance in the game, starred an unsettling RoboChild who dreamed of growing up and becoming a CPA.

Another ad, titled “How We Do Things,” highlights the fact that TurboTax’s platform can connect users to an on-demand “tax expert” who can answer questions or provide advice. The spot calls attention to this service by highlighting the many marvels of technology that make our lives easier (or at least more enjoyable) every day.

For instance, the spot points out that the lazy among us can enjoy the perks of a smart duvet, which makes the bed at the push of a button. For grocery-laden parents, cars equipped with liftgates offer a hands-free way to open the trunk.

No, these aren’t exactly life-altering inventions, but they solve some of life’s minor problems and save a bit of time, which is presumably what TurboTax wants us to believe its technology can do as well.

A third spot, which is geared toward Spanish-speaking audiences, positions taxes as just another one of life’s challenges, like starting a business or building a house.


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@Minda_Smiley minda.smiley@adweek.com Minda Smiley is an agencies reporter at Adweek.
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