Danny DeVito lectures small biz owners to get their books in shape

QuickBooks spots from TBWA/Chiat/Day L.A. feature real entrepreneurs

Published On
Dec 04, 2018

Editor's Pick

Stoic small business owners take accounting advice from Danny DeVito in new spots for Intuit’s QuickBooks software from TBWA/Chiat/Day Los Angeles. In them, DeVito is his usual emphatic self, ranting about the complicated paperwork, ledger balancing and receipt hoarding required of people who work for themselves.

Fortunately, he’s got an easy solution in hand, as he demonstrates the ease of QuickBooks to a dog groomer, electrician and personal trainer in turn, as each goes about their daily routine, wiring, brushing and lifting, unperturbed by the vehement exposition.

An extension of the “Backing You” campaign, the new work includes a 30-second TV anthem (above) and individual TV spots focused on each of the small business owners. DeVito also appears in 15-second digital shorts where he offers quick-hit advice for dealing with a single issue, usually by doing nothing at all, since QuickBooks takes care of it. Radio and social placements are also rolling out, and gifs featuring DeVito and his QuickBooks-themed green-framed glasses are available for meme-filled fun.

The spots are running nationally and will go live in Canada and Australia at the beginning of the year. The U.K. is getting its own dedicated campaign.


Dec 04, 2018
Client :
Agency :
TBWA/Chiat/Day-Los Angeles
President :
Erin Riley
Chief Creative Officer :
Renato Fernandez
Executive Creative Director :
Linda Knight
Creative Director :
Kirsten Rutherford
Senior Copywriter :
Claire Wyckoff
Senior Art Director :
Heather Rosen
Copywriter :
Mari McMurray
Art Director :
Mack Gire
Copywriter :
Sasha Verma
Art Director :
Joellen Smith
Design Director :
Scott Hiers
Designer :
Billie Heitzman
Designer :
Aaron Nandor
Global Brand Leader :
Cyril Bedat
Account Director :
Matt Theisen
Management Supervisor :
Jillian Rudman
Assistant Account Executive :
Alix Johnson
Account Group Assistant :
Daniel Bennett
Senior Project Manager :
Josh Levine
Executive Producer :
Kat Urban
Executive Print Producer :
Hashi Clark
Print Producer :
Whitney Knecht
Associate Producer :
Joshua Levion
Group Strategy Director :
John Hickman
Strategy Director - Global :
Anita Schillhorn
Strategy Director - Comms Planning :
Emilie Arrive
Senior Strategist - Brand Strategy :
Samira Shahabuddin
Content Strategist :
Jamie Wynn
Junior Planner :
Ariel Sayre
Media :
Hearts & Science
Production :
Producer :
Eric Liney
Director :
Harold Einstein
Editorial Company :
Arcade Edit
Finishing :
Sound :
Lime Studios
Director of Traffic Operations :
Dessiah Maxwell
Sr. Business Affairs Manager :
Jennifer Anaya
Data Strategist :
Lea Johnson

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