In its new 2017 campaign, TurboTax pays a visit to Kathy Bates, living in a dark house filled with ghostly children who lurk in every room. Her TurboTax adviser informs her that she can't claim these creepy kids as dependents on her taxes, though, her moving expenses are deductible.
The ad is part of the brand's "Relax There's Turbo Tax" push, created out of Wieden & Kennedy, Portland, along with Grupo Gallegos. It promotes SmartLook, a live video connection to a TurboTax expert, credentialed CPA or enrolled agent who will provide real-time, personalized answers to customers' questions.
"This year's campaign is the next step in redefining the TurboTax brand to dramatically increase consideration by proving that TurboTax has human help on demand so that people know they're never alone," Greg Johnson, senior VP-marketing for Intuit TurboTax, said in a statement. "The campaign works to overcome the biggest barrier to those who don't use software today, demonstrating that TurboTax can serve a broad range of taxpayers, including Latinos, self-employed or those who've had life changes, by providing immediate access to expert assurance."
Broadcast spots directed by Ivan Zacharias via Smuggler began airing on New Year's during NFL and college bowl games. Others showed reassuring conversations between TurboTax experts and customers played DJ Khaled, David Ortiz and Karla Souza. The latter two were created out of Grupo Gallegos.
Additionally, TurboTax will air a 45-second ad during Super Bowl LI, airing on Fox on Feb. 5, but creative has yet to be disclosed.
Read more about the Super Bowl effort on Adage.com.