TurboTax returns to the Super Bowl for the eighth consecutive year
With TurboTax’s 2020 Super Bowl jingle, “All people are tax people,” still ringing in our heads, the tax software company is returning to the Big Game for the eighth consecutive year.
The company will use the game to once again promote its TurboTax Live product, which connects users to live experts.
Despite challenges associated with Super Bowl advertising during the pandemic, TurboTax continues to view the NFL as a key part of its marketing strategy in a COVID world.
TurboTax’s Super Bowl ad is part of a larger deal between parent Intuit and the National Football League. The company renewed its deal as the official sponsor for financial and accounting software through 2022, with TurboTax serving as the presenting sponsor of both the AFC and NFC Divisional and Championship games for the 2020 season.
The NFL postseason and Super Bowl align perfectly with TurboTax’s busiest time of year and it's an opportunity to reach people as they prepare to do their taxes, says Cathleen Ryan, VP of marketing for Intuit’s consumer group. The company will air one spot in the game, which it is creating with Wieden + Kennedy.
Important NFL impact
“The world of media has been on a more fragmented trajectory for quite some time and has only accelerated with people staying home,” Ryan says. “This makes it harder than ever to get consumer attention at scale. This makes the impact the NFL brings more important than ever.”
Ryan acknowledges that with any live event during the pandemic, there is a greater need for flexibility and contingency plans. From conception through production, she says they have prioritized safety of the crew and cast. These means smaller and rotating crews as well as doing everything virtually when possible.
In 2020, TurboTax looked to unite viewers by pointing out something they all have in common: taxes. In the spot, a diverse cast dances to the lyrics, “All people are tax people.” The spot features various races, demographics and people from all walks of life, including two deaf women who sign the lyrics.
TurboTax was one of several Super Bowl advertisers in 2020 to make its ad more inclusive and diverse.
Ryan did not disclose the tone of the 2021 ad but said TurboTax will continue to show its commitment to diversity and inclusion.