TurboTax embraced 2019’s AI trend and went full humanoid for its Super Bowl commercial.
The 45-second spot from Wieden & Kennedy Portland features a mechanical robot with a child-like face who dreams of growing up to be a CPA, but lacks the emotional complexity to do so. The second-quarter ad is meant to advertise the Intuit company’s new TurboTax Live feature, which connects customers to live (ahem, human) CPAs, EAs and tax attorneys.
TurboTax wasn’t alone in casting a robot to star in its ad. At least half a dozen brands including Sprint, Michelob Ultra and Pringles aired commercials that featured artificial intelligence in some form.
AGENCY: Wieden & Kennedy Portland
SUPER BOWL: LIII
QUARTER AIRED: Q2