Humpty Dumpty Stars in Big Game Ads for TurboTax

Download as PDF

SAN DIEGO--(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.

Intuit Inc.
Julie Miller, 858-215-8469
Julie_Miller@intuit.com
or
Wieden+Kennedy
Katie Hull, 503-937-7711
Katie.Hull@wk.com

Source: Intuit Inc.

Released January 23, 2017