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Intuit TurboTax: All People Are Tax People by Wieden+Kennedy

Date: Jan 2020
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TurboTax, the nation’s leading online tax preparation service from Intuit, announced the launch of its new brand campaign, 'All People Are Tax People.' The integrated campaign, which will span broadcast, digital and social, and culminates with a celebratory spot in the NFL Super Bowl, reminds people that they accomplish amazing things every day and, with the right tools and encouragement, they are capable of doing anything – including their taxes.

The campaign launches with a 60-second anthem, 'All People Are Tax People,' which showcases relatable scenarios and the amazing feats people accomplish every day. Having a baby. Acing a science fair project. Cooking marvelous meals. All the things, big and small, that people accomplish each and every day is proof they can do their own taxes. And while every tax situation is unique and different, consumers can have confidence that TurboTax has the tools, guidance and experts to help them accomplish their taxes too.

A series of additional spots for English and Spanish speaking audiences provide further proof points that people are capable and highlight specific products or features.

'How We Do Things' - Technology helps people do amazing things. For instance, TurboTax has figured out how to put a live credentialed tax expert inside your phone to help make sure you get the biggest refund possible.

'New Things' - Life is full of challenges. And when that challenge is your taxes, TurboTax is there with a team of real tax experts to answer your tax questions, give you tax advice or review your return line by line before you file, so you can be confident you are getting your taxes done right.

As the NFL’s official sponsor for financial and accounting software, as well as tax preparation services and the presenting sponsor of both the AFC and NFC Championship Games, the campaign has the unique opportunity to connect with the league’s 180 Million fans at the height of tax season. The 'All People Are Tax People' campaign also includes high impact, culturally relevant media moments, including a 45-second spot in the NFL Super Bowl.


Agency: Wieden+Kennedy Portland

Client: Intuit TurboTax