TurboTax is returning to the Super Bowl as part of a broad campaign -- "It doesn't take a genius to do your taxes" -- to erase consumers' self doubt when doing their own taxes.
The online tax preparation service is introducing seven new 30-second TV spots as part of the campaign, with the first of the commercials debuting on Thursday. This is TurboTax's third consecutive appearance in the big game.
"This year's campaign is the next step in our multi-year journey to reposition the TurboTax brand and to build meaningful, emotional connections with consumers," Greg Johnson, senior VP-marketing for Intuit's Consumer Tax Group, said in a statement.
The commercials, which feature real-life geniuses, show how TurboTax delivers "effortless, highly personalized and playful experience" so people can be confident their taxes are being done correctly, Mr. Johnson said.
The first of the non-Super Bowl spots will air on Thursday. The campaign will also include two Spanish-language ads.
The campaign was created with Wieden + Kennedy and multicultural agency Grupo Gallegos.
TurboTax aired the 60-second spot, "Boston Tea Party," in Super Bowl XLIX. The company traditionally keeps its Super Bowl spot under wrap until the big game.
TurboTax parent Intuit will also be back in the Super Bowl, once again giving a small business a spot in the game.