TurboTax®, the leader in tax
preparation that prepares more federal returns than any other tax
preparation provider, announced the launch of its 2017 advertising
campaign. The campaign includes the brand’s return and fourth
consecutive appearance in America’s biggest football game.
Titled “Relax There’s TurboTax,” the campaign demonstrates that with
TurboTax, taxpayers are in charge, but never alone, as they prepare
their taxes. That’s because
only TurboTax, from Intuit Inc. (Nasdaq:INTU), includes SmartLook™,
providing customers 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.
“This year’s campaign is the next step in redefining the TurboTax brand
by proving that TurboTax has human help on demand so that people know
they’re never alone,” said Greg Johnson, senior vice president of
marketing for Intuit TurboTax. “The campaign works to overcome the
biggest barrier to those who don’t use software today. It demonstrates
that TurboTax can serve a broad range of taxpayers, including Latinos,
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.”
The campaign includes five broadcast spots, in both English and Spanish,
and web films showing reassuring conversations that happen between
TurboTax experts and customers, played by celebrities Kathy Bates, DJ
Khaled, David Ortiz and Karla Souza. Each celebrity has an over-the-top
tax situation, brought to life through playful, hyperbolic storylines.
In each ad, the celebrity asks a unique question to an unflappable
TurboTax expert, who answers even the toughest question in stride.
A series of new spots, including “Kathy
Bates Scary Dependents,” “David
Ortiz New Job,” “DJ
Khaled The Exercise Program,” and “Karla
Souza Dependientes,” launched over New Year’s, during NFL and
college bowl games, with additional spots rolling out over the next few
The campaign includes media integrations, digital and social activations
and will continue throughout the 2017 tax season in high-impact sports,
entertainment and cultural moments—including a 45-second ad on Sunday,
February 5 in America’s biggest football game.
“TurboTax will be back in the big game this year, taking advantage of a
key moment to reach millions of Americans during the height of the tax
season,” added Johnson. “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.”
The campaign was created in partnership with independent advertising
agency Wieden+Kennedy, based in Portland, Oregon and multicultural
agency Grupo Gallegos.
About Intuit Inc.
Intuit Inc. creates business and
financial management solutions that simplify the business of life for
small businesses, consumers and accounting professionals.
Its flagship products and services include QuickBooks®
and TurboTax®, which make it
easier to manage small businesses
and tax preparation and filing.
Mint provides a fresh, easy and
intelligent way for people to manage their money, while Intuit's ProConnect
brand portfolio includes ProConnect
Tax Online, ProSeries®
and Lacerte®, the company's
leading tax preparation offerings for professional accountants.
Founded in 1983, Intuit had revenue of $4.7 billion in its fiscal year
2016. The company has approximately 7,900 employees with major offices
in the United States, Canada,
the United Kingdom, India,
Australia and other locations.
More information can be found at www.intuit.com.