The Super Bowl is always pretty friendly territory for beer and snack marketers, even if they face plenty of competition from other consumables in other ad breaks. But the game’s position on the calendar also means it’s perfect to market tax-prep services. Even better, it’s not over-crowded with tax prep.
2nd Story Software’ TaxAct software had Super Bowl XLVI to itself, something the countless auto marketers crowding their lane that year could only dream of. You’ll see creative here, via J.W. Morton & Associates in Cedar Rapids, Iowa, that has less to do with adult’s taxes and more with childhood anxieties and childlike freedom, but if it’s the only tax message in the entire game, it just might stick.
The tax category took the following year off from Super Bowl advertising, returning in 2014 with TurboTax’s “Love Hurts.”
AGENCY: J.W. Morton & Associates
QUARTER AIRED: Q2