Intuit QuickBooks: Backing You by TBWA Chiat Day

Date: Dec 2018
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Intuit QuickBooks has unveiled the latest chapter of its 'Backing You' campaign, which first debuted in 2017 to celebrate small business owners. This year’s campaign features the one and only Danny DeVito whose humor brings a lighthearted viewpoint to the struggles that often weigh on those who work for themselves. With DeVito as their coach, small business owners featured in the campaign receive sound advice about ways in which QuickBooks’ business tools can save time and money to focus on the important aspects of their business.

'Backing You,' created in partnership with agency of record TBWA\Chiat\Day Los Angeles, includes a 30-second anthem film titled 'Smarter Way' and three 30-second films each profiling real small business owners.

DeVito helps a dog groomer, electrician and personal trainer rid of the traditional paper process and use QuickBooks to send invoices, collect payments and sort expenses all from the palm of their hand so they can get back the time and money they deserve.

The campaign is rounded out with a suite of 15-second instructional mini web films called 'Danny Teaches' that reinforces the simplicity of the QuickBooks platform in true DeVito fashion with quick, hilarious vignettes that every small business owner can relate to.

All films are now live on Intuit’s YouTube page and will begin rolling out globally in 2019.


Agency: TBWA\Chiat\Day Los Angeles

Client: Intuit QuickBooks

Executive Leadership:

Erin Riley (President)

Renato Fernandez (Chief Creative Officer)

Linda Knight (Executive Creative Director)


Kirsten Rutherford (Creative Director)

Claire Wyckoff (Senior Copywriter)

Heather Rosen (Senior Art Director)

Mari McMurray (Copywriter)

Mack Gire (Art Director)

Sasha Verma (Copywriter)

JoEllen Smith (Art Director)

Scott Hiers (Design Director)

Billie Heitzman (Designer)

Aaron Nandor (Designer)


Cyril Bedat (Global Brand Leader)

Matt Theisen (Account Director)

Jillian Rudman (Management Supervisor)

Alix Johnson (Assistant Account Executive)

Daniel Bennett (Account Group Assistant)

Project Management:

Josh Levine (Senior Project Manager)


Kat Urban (Executive Producer)

Hashi Clark (Executive Print Producer)

Whitney Knecht (Print Producer)

Joshua Levion (Associate Producer)

Dessiah Maxwell (Director of Traffic Operations)

Jennifer Anaya (Sr. Business Affairs Manager)


John Hickman (Group Strategy Director)

Anita Schillhorn (Strategy Director - Global)

Emilie Arrive (Strategy Director - Comms Planning)

Samira Shahabuddin (Senior Strategist - Brand Strategy)

Jamie Wynn (Content Strategist)

Ariel Sayre (Junior Planner)

Lea Johnson (Data Strategist)


Hearts and Science


Company: Dummy

Producer: Eric Liney

Director: Harold Einstein

Editorial Company: Arcade

Finishing: A52

Sound: Lime Studios

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