TurboTax is looking to show how its tax software can handle new types of tax complexities like influencers' earnings, professional gamers and cryptocurrency windfalls.
Its new campaign, "You Do Your Thing," highlights the more unusual potential tax claims this season and how TurboTax can make Tax Day less dreadful.
“Many people believe that what makes them unique will make their taxes complicated, but for TurboTax Live tax experts, that just makes things interesting,” said Cathleen Ryan, VP of marketing for Intuit TurboTax, in a statement. “And with a network of thousands of tax experts, we have a TurboTax Live tax expert who can handle the complexities. From professional gamers and digital nomads to crypto investors and self-employed creators, TurboTax has the right tax experts for everyone’s unique, fun and crazy life.”
Like last year’s brand campaign, TurboTax’s latest focuses on TurboTax Live, an expert chat feature that the brand has pushed heavily during the pandemic, and shows how tax filers can use the feature to navigate things like a pandemic career change.
This year's campaign, again led by agency Wieden+Kennedy, depicts sage tax gurus marching through an array of tax oddities. The 60-second hero shows popular pandemic-era occupations and assets like crypto-funded businesses, video game streamers and outdoors influencers.
“People think unusual circumstances mean complicated taxes,” says the hero’s spokesperson, “but for a TurboTax Live expert like me, it just makes things interesting. So, give us everything you’ve got.”
A shorter ad focuses on a single unusual tax need: An astrologer has turned her “gift” into a business, which she’s “sensing” might present some challenges in her filing. A tax expert offers advice: the mystic can pay her tax bill quarterly—but she’d already prophesied the advice.
Each ad culminates with the campaign tagline, “You do your thing. We’ve got your taxes.”
The campaign also highlights TurboTax’s bilingual offerings with Spanish-language spots showing more filing queries, like getting married or grandparents moving in.
The campaign will run on digital, audio and social channels—both owned and partner.
TurboTax will also return to the Super Bowl, marking its ninth consecutive Big Game ad.