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Advertising Intuit Super Bowl

Intuit goes giant with animated short in its first corporate brand campaign


By Kyle O'Brien | Creative Works Editor

February 2, 2018 | 3 min read

Intuit, the maker of financial products TurboTax, QuickBooks, Mint, and Turbo, has debuted its first-ever corporate brand campaign in the company’s 35-year history.

Intuit Giant

Intuit Giant

At the center of the campaign is a four-minute animated short film that features a mechanized giant helping bring two people together.

The film is meant to showcase how Intuit, with its ecosystem of products, helps power prosperity for consumers and those who work for themselves, according to the company.

The film introduces Pari, an engineer and entrepreneur who sees her friend and potential date Pete struggle as the owner of a small flower shop. While he wants to ask her out, he must instead do his huge pile of taxes. To assist him, Pari becomes inspired to create an Intuit Giant for Pete, which helps him manage the financial elements of running his shop so he can focus on growing his business and pleasing his customers.

“There are 750 million people who work for themselves around the world who juggle managing their finances while pursuing their passions,” said Lucas Watson, chief marketing and sales officer at Intuit. “With today’s economy, and the pressures of managing time and money, sometimes it can seem like the odds are stacked against them. But Intuit exists to work for them.”

The campaign is running across multiple platforms including YouTube, Facebook and Snapchat. On Super Bowl Sunday Intuit will also air a 15-second spot during the game, featuring the Intuit Giant and Pete, and a playful nod to saving time.

The campaign was created and produced by Intuit’s agency of record, LA-based Phenomenon, and the film was directed by AAO of Oscar-winning production company Passion Animation Studios. The film's soundtrack is the song 'Girl on Fire' performed by Freedom Fry.

“Together we’re bringing to life the story of why the world needs Intuit, how dedicated the company is to powering prosperity and how much better life can be when you have the power of Intuit on your side,” said Chris Adams, chief creative officer at Phenomenon. “We’re excited to introduce the Giant to the world and even more excited about what’s next for the company.”

Intuit: A Giant Story by Phenomenon

By Intuit

Overall Rating 4/5

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