The Drum Awards Festival - Official Deadline

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By Doug Zanger, Americas Editor

February 8, 2016 | 1 min read

With a highly entertaining teaser earlier last week, featuring James Lipton, TurboTax revealed Sir Anthony Hopkins as the star of their Super Bowl spot. In the 60-second commercial, “Never A Sellout,” Hopkins sells (or doesn’t really sell?) the company's Absolute Zero product.

A big piece of the concept for the spot was landing an actor who had never done a commercial in the U.S. — and would be a surprise to people watching.

Iconic and award-winning actor Sir Anthony Hopkins is one of Hollywood’s few actors with “far too much integrity to sell anyone anything” and was a clear choice for the brand and Wieden+Kennedy, the agency responsible for the work.

The spot is also supported with “Actoring” interview segments where Hopkins discusses his career and once again, refuses to sell out.

Or not.

Wieden+Kennedy James Lipton Super Bowl

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