TurboTax is back for the Super Bowl 57 commercial rush, and as part of USA TODAY Ad Meter’s partnership with YouTube AdBlitz, we’re taking a look at the brand’s 45-second spot, “Dancer.”
The tax prep provider has become a familiar face on advertising’s biggest stage, appearing in the nationally televised block for nearly a decade, which includes the 2022 commercial starring “Ted Lasso” star Jason Sudeikis.
Shifting to 2023, the creative behind the campaign continues the brand’s overall mission, which Cathleen Ryan, SVP of Marketing for Intuit TurboTax, explains is a feel-good message consumers would welcome as Tax Season nears.
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“This year’s Super Bowl spot is the culmination of our annual brand campaign ‘Come To TurboTax’, which encourages people to meet with a TurboTax Expert who can do their taxes for them, freeing them to get back to enjoying their life, said Ryan via email to Ad Meter. “We wanted to celebrate the joy and freedom people feel once they meet with a TurboTax expert that does their taxes.”
What can you do…. when you’re not in charge of doing your taxes?
The dream scenario plays out in 45 seconds, interpreted in a musical number by the star of the show—a guy who doesn’t have to hassle with his taxes.
The win-win display of W2-free freedom hits the small screen on Super Bowl Sunday, where TurboTax sees a perfect melding of Big Game joy and Filing Day fears.
Ryan continued on that thought: “The Super Bowl is a massive cultural moment that also happens to align with a key peak in the tax filing season. TurboTax’s approach to the Super Bowl reinforces that the brand isn’t just a DIY tax prep company – TurboTax has the products and services to handle your tax situation no matter how you want to file – including meeting with a TurboTax Expert while they file taxes for you.”