In TurboTax’s return to the Big Game, the brand seeks to unite viewers with one of the few things they all have in common: taxes.
The 45-second ad from Wieden & Kennedy insists that “all people are tax people,” thanks to TurboTax’s tax-simplifying computer programs, showing a diverse cast of various ages, races and genders dancing to the titular lyric. It even stars two deaf women who sign along.
The second-quarter ad was directed by Prettybird's Calmatic, perhaps best known for being behind Lil Nas X’s “Old Town Road” music video, and marks the seventh straight Super Bowl appearance for the brand.
The company says the song “pays tribute to Bounce music, with its repetitive, high energy and southern-style roots, and is brought to life on film featuring a diverse array and reflection of the American people.”
AGENCY: Wieden & Kennedy
QUARTER AIRED: Q2
SUPER BOWL: LIV