Super Bowl

TurboTax Returns to the Super Bowl

Football Ends Just as Tax Season Heats Up

By Published on .

TurboTax will make its second Super Bowl appearance with a 60-second ad on Feb. 1, parent Intuit said today. The ad, created by agency of record Wieden & Kennedy, will air during the game's first quarter.

TurboTax made its first Super Bowl appearance last year with a 60-second commercial called "Love Hurts," which featured a voiceover by John C. Reilly. The ad called out to viewers who weren't fans of the teams contending last year, suggesting they take their day back by doing their taxes and collecting refunds.

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TurboTax is returning to the game because of the solid performance and return it had last year, said Greg Johnson, VP-marketing for TurboTax. "It's one of the biggest weekends of the whole tax season," said Mr. Johnson. "It's a huge moment that works well with us and our brand."

The new Super Bowl ad is part of a brand campaign that began during the Rose Bowl on ESPN last week using William H. Macy for the voiceover. It builds on last year's push, which argued that doing taxes doesn't have to be as complicated as the rest of life.

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The Super Bowl spot will keep with that core idea, Mr. Johnson said, but it will also reach out to early filers who are anxious to get their money back. "It capitalizes on the unique opportunity that the Super Bowl presents," he said, referring to the game's timing in relation to tax season. "We've learned that it's such a special weekend for tax season."

TurboTax will play its cards close to the vest as far as the creative is concerned. Like last year, it won't prerelease the ad, Mr. Johnson said. "We want to capitalize on the unveiling of the Super Bowl," he said.

Mr. Johnson declined to reveal the budget for the ad, but said the spend is in line with last year.

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CORRECTION: An earlier version of this article said TurboTax released its 2014 Super Bowl spot before the game.

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