For New Year's, TurboTax taps into how many people feel about doing their taxes--absolutely terrified.
A campaign from Wieden & Kennedy Portland for the Intuit-owned brand carries the message that there's nothing scary about sitting down to do their taxes with TurboTax. In the spots, some of our worst fears-- like spooky noises in the attic, a scary monster in the woods and something bizarre in your house that drives you to hide in your closet--turn out not to be scary at all (although, in funny twists to the spots, they're definitely real, and in the case of the thing in your house, rather disturbingly creepy). The campaign also includes a Spanish-language spot in partnership with multicultural agency Gallegos United.
Media for the campaign includes cinema buys before new horror movie releases and five-second horror movie binge playlists, while there will also be gifs and cinemagraphs appearing on social channels.