W+K Portland Captures Mardi Gras Mishaps in New TurboTax Campaign

TurboTax, the nation’s leading online tax preparation service from Intuit Inc., today announced the launch of its 2015 brand campaign, which will include the brand’s second consecutive appearance in America’s biggest football game.

The 2015 campaign builds on the previous campaign and further demonstrates to hardworking Americans why no one is better at doing their taxes than they are. The creative seeks to show that although life is complex, doing taxes with TurboTax doesn’t have to be. That’s because TurboTax asks simple questions and guides people step by step through all the amazing and sometimes crazy changes that happen during their year. 

“No one knows your year better than you. And that makes you the best person to do your taxes,” said Greg Johnson, vice president of marketing for Intuit TurboTax. “Our new campaign shows that you don’t have to be an expert to do your own taxes because TurboTax asks simple questions about your life. We believe the time has come for millions of hardworking Americans to accomplish more than they thought possible and be rewarded with every dollar they deserve.”

The campaign comes off a strong year, where TurboTax Online units grew 14 percent year over year, as the do-it-yourself tax category grew 6 percent over the prior year, making tax software the fastest- growing tax preparation choice for U.S. taxpayers. 

Broadcast spots, with the voice of William H. Macy, use insightful humor to show that no matter what you went through last year, answering questions about it is much simpler. 

“Mardi Gras” makes its broadcast debut during college football’s Rose Bowl national championship semifinal matchup on Jan. 1, 2015. The spot portrays many of life’s victories and frustrations all in one celebratory scene. Additional spots at launch include “Mardi Gras Statues” and “Mardi Gras Loud Noise”.

Presenting high-impact moments that serve as catalysts for action is a strategy that will continue with this year’s creative, including broadcast in the Golden Globes on Jan. 11, 2015, as well as America’s biggest football game on Feb. 1, 2015. 

The 2015 brand campaign will also be supported by radio, digital and social throughout tax season, and was created in partnership with independent advertising agency Wieden+Kennedy, based in Portland, Oregon.