TurboTax returns to Super Bowl for its 11th appearance

For over a decade, TurboTax has been a regular advertiser in the Super Bowl and 2024 will be no exception. The Intuit-owned brand announced that it will have a national spot in the Feb. 11 game. “Sports marketing has always been a very important part of our focus for TurboTax,” said Nick Soukas, senior VP, marketing, of Intuit’s consumer group. TurboTax has been in the Super Bowl annually since 2014. Soukas said that the timing of the end-of-year accounting cycle for small businesses and consumers and upcoming tax deadlines are ideal. “It gives us a great cultural moment to make sure we’re showcasing innovation to get customers their best outcome,” he said. Soukas declined to share details about the creative direction of the Super Bowl spot, except to say that it is the culmination of a new brand campaign TurboTax is launching this week. Inspired by real stories but starring actors, the marketing push showcases individuals who are seizing life. One spot shows a couple buying a houseboat. Another shows a man who realizes he qualifies for free tax filing services. Super Bowl commercials Tracking the latest brand and agency plans Enter here Called “Make Your Moves Count,” the campaign is TurboTax’s first work from R/GA since the IPG shop won the brand’s agency-of-record distinction last year. TurboTax formerly worked with Wieden+Kennedy on creative; Soukas said Wieden is still handling media duties. “What we’re noticing is that people are making bolder moves and they often don’t realize these moves have tax consequences with them,” said Soukas. “We want customers and people to know no matter what moves you make, TurboTax will make those moves count.” The first three 30-second spots are rolling out this month. The campaign will have at least seven videos, including two in Spanish, and will run on broadcast TV, digital, audio and social channels. TurboTax also has digital partnerships with Twitch, TikTok, BuzzFeed and Roku. The 2023 tax year marks the first time TurboTax has translated its entire product offerings into Spanish, an initiative the brand took by using generative AI, Soukas said. See our Year in Review stories here

TurboTax returns to Super Bowl for its 11th appearance

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