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Intuit QuickBooks and Danny DeVito Team Up to Champion Small Business Owners in New “BACKING YOU” Campaign

QuickBooks evolves brand platform “BACKING YOU” with an entertaining campaign to demonstrate how QuickBooks helps small business owners save time and money

MOUNTAIN VIEW, Calif., 12/3/2018 5:40 am PST -

Now in its second year, Intuit (Nasdaq:INTU) QuickBooks today announced the latest chapter in its global “BACKING YOU” campaign, which demonstrates how QuickBooks helps drive small business, self-employed and mid-market enterprise customers’ success. Intuit first launched the “BACKING YOU” campaign in 2017, which was created to celebrate and honor those who work for themselves. Today, QuickBooks unveiled a multi-channel campaign featuring Golden Globe Award-winning actor Danny DeVito, that uses humor to provide customers with insights about smarter business tools while they run the day-to-day of their business.

QuickBooks’ new “BACKING YOU campaign features DeVito as a coach and advocate for small businesses on behalf of QuickBooks, where he cheers on real small business owners, including an electrician, a personal trainer and a doggy daycare owner with practical advice to help them on their path to success. In the series of short films, QuickBooks’ easy-to-use products are combined with DeVito’s humor to shed light on the common struggles small business owners experience and demonstrates the simplicity of using QuickBooks tools to manage their business and get the time and money they deserve.

The new campaign was created in partnership with Intuit QuickBooks’ agency of record, TBWA\Chiat\Day Los Angeles, who helped launch the first “BACKING YOU” campaign in December 2017. This year’s campaign includes a 30-second television anthem called “Smarter Way” that highlights the real stories of a doggy daycare owner, a personal trainer and an electrician. As part of the campaign, there are also three 30-second television commercials that profile each of the small business owners as they receive personalized coaching advice from DeVito. In addition, a series of instructional mini web films called “Danny Teaches” allow DeVito to demonstrate the simplicity of QuickBooks’ product suite in just 15 seconds, reinforcing the ease-of-use the QuickBooks platform provides small businesses, the self-employed and mid-market enterprises.

Since launching QuickBooks more than 20 years ago, Intuit has made its mission to power prosperity for small businesses and self-employed with services to manage income, expense tracking and more, allowing businesses to focus on growing their passion. The new “BACKING YOU” campaign extends Intuits’ commitment of backing small business owners and supporting them through the ups and downs of owning their own business, now with the assistance and levity of Danny DeVito. No stranger to the challenges of owning a business, DeVito was a natural choice for the campaign given his father and sister were small business owners.

“The importance of small business is personal to me. At a young age, I watched both my parents and my sister build their own business from the ground up and struggle to balance family obligations with growing their businesses,” said DeVito. “When Intuit QuickBooks approached me for this campaign, I felt this was a way that I could give back to this very important industry, show them how to make their lives easier and make them laugh along the way too.”

“Owning a small business can be the most rewarding yet challenging pursuit a person takes on. We know how much work and effort it takes to keep these businesses afloat and their time is of the utmost importance,” said Dan McCarthy, VP, Global Marketing, Intuit QuickBooks. “When QuickBooks launched ‘BACKING YOU’ last year, we focused on the inspirational stories we hear through our hours of customer-focused research and innovation. This year, we kept with the same ‘BACKING YOU’ message to show small business owners we understand their challenges and to easily show the ease of using QuickBooks products. This new campaign is an entertaining call for small business owners, the self-employed and mid-market enterprises to get what they are owed. Nothing is more valuable than time and QuickBooks provides a smarter way to run a small business so owners can get back the time, and money they deserve.”

All the content, featured in the new “BACKING YOU” campaign, is now live on Intuit’s YouTube page and will be supported around the world. It will go live across multiple markets around the globe including Canada and Australia later this month and early next year. The UK will follow with a market specific version of the Backing You campaign. For more information about the campaign and Intuit brands, visit

About Intuit

Intuit’s mission is to Power Prosperity Around the World. Our global products and platforms, including TurboTax®, QuickBooks®, Mint® and Turbo®, are designed to empower consumers, self-employed and small businesses to improve their financial lives, finding them more money with the least amount of work, while giving them complete confidence in their actions and decisions. Our innovative ecosystem of financial management solutions serves 50 million customers worldwide, unleashing the power of many for the prosperity of one. Please visit us for the latest news and in-depth information about Intuit and its brands and find us on social.

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