Humpty Dumpty Stars in Big Game Ads for TurboTax
January 23 2017 - 8:00AM
Business Wire
TurboTax®, the nation’s leading preparer of federal tax returns,
from Intuit Inc. (Nasdaq:INTU), unveiled a new teaser spot, the
first in a three-ad series as part of the brand’s campaign before,
during and after America’s most anticipated football game. TurboTax
returns to the Big Game for the fourth consecutive year with a new
45-second spot that will air during the first half on Sunday, Feb.
5.
In what has already been a celebrity-filled campaign for
TurboTax, the new spots feature Humpty Dumpty, one of the most
well-known and beloved nursery rhyme characters. The first in the
series, titled “Humpty Fall,” is a 45-second spot directed by Ivan
Zachariáš that debuted Sunday during the national broadcast of the
AFC Championship game. The series playfully sheds light on Humpty
Dumpty’s story, highlighting the world’s most-famous egg’s taxes.
Because everyone knows Humpty Dumpty, but no one knows why he was
on the wall or what happens after the fall.
“We’re excited to once again be part of some of television’s
biggest live events at a time when taxes are top of mind for
millions of Americans,” said Greg Johnson, senior vice president of
marketing for Intuit TurboTax. “The Big Game and The Grammy’s give
us unique opportunities to demonstrate – in an entertaining and
memorable way – that with TurboTax, there’s expert help, on demand
in the palm of your hand.”
Over-the-top tax situations, brought to life through hyperbolic
storylines have been at the heart of TurboTax advertising this
year. The campaign “Relax, There’s TurboTax” launched earlier this
month and demonstrates taxpayers are in charge, but not alone, as
they prepare their taxes. That’s because only TurboTax provides
customers in-product access to a live, one-way video connection to
a TurboTax expert or credentialed CPA or enrolled agent, to get
real-time, personalized answers.
Television and web films show reassuring conversations between
celebrity customers and unflappable TurboTax experts who answer
even the toughest questions in stride (see “Kathy Bates Scary
Dependents,” “David Ortiz New Job,” “DJ Khaled The Exercise
Program,” “DJ Khaled’s House” and “Karla Souza Dependientes”).
The creative was developed in partnership with independent
advertising agency Wieden+Kennedy, based in Portland, Ore.
About Intuit Inc.
Intuit Inc. creates business and financial management solutions
that simplify the business of life for small businesses, consumers
and accounting professionals.
Its flagship products and services include QuickBooks® and
TurboTax®, which make it easier to manage small businesses and tax
preparation and filing. Mint provides a fresh, easy and intelligent
way for people to manage their money, while Intuit's ProConnect
brand portfolio includes ProConnect Tax Online, ProSeries® and
Lacerte®, the company's leading tax preparation offerings for
professional accountants.
Founded in 1983, Intuit had revenue of $4.7 billion in its
fiscal year 2016. The company has approximately 7,900 employees
with major offices in the United States, Canada, the United
Kingdom, India, Australia and other locations. More information can
be found at www.intuit.com.
About Wieden+Kennedy
Wieden+Kennedy, founded in Portland, Oregon, in 1982, is an
independent, privately held global creative company with offices in
Amsterdam, Delhi, London, New York City, Portland, São Paulo,
Shanghai and Tokyo. Wieden+Kennedy works with some of the world's
most iconic global brands, including AB InBev, Coca-Cola, Delta Air
Lines, ESPN, Honda, Nike, Procter & Gamble and Verizon.
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version on businesswire.com: http://www.businesswire.com/news/home/20170123005240/en/
Intuit Inc.Julie Miller,
858-215-8469Julie_Miller@intuit.comorWieden+KennedyKatie Hull,
503-937-7711Katie.Hull@wk.com
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