TurboTax aired a surprisingly entertaining ad on last year's Super Bowl, with Wieden + Kennedy and director Bryan Buckley teaming up for an amusing metaphor about how the game—for most fans—is like high-school prom. Now, client and agency are getting dolled up for a second date at the big dance.
The Intuit-owned online tax preparation service just launched its 2015 brand campaign, again through W+K. It will feature a 60-second spot on the Feb. 1 Super Bowl telecast. But before heading to Arizona, the campaign creative is taking an early trip to New Orleans—for Mardi Gras.
The 60-second "Mardi Gras" spot below broke during the Rose Bowl on New Year's Day. It uses one long, absurd, interconnected scene to show how TurboTax guides you step by step through all the tax-relevant milestones that happen during your year. Two other Mardi Gras spots, "Statues" (:30) and "Loud Noise" (:15), have also rolled out.
The Super Bowl spot will not be the "Mardi Gras" execution but something entirely new.
Last year's TurboTax Super Bowl spot used the voice of John C. Reilly. This new campaign subs in William H. Macy as the voiceover.
TurboTax Online sales were up 14 percent in 2014, the company says, while the do-it-yourself tax category itself grew 6 percent. TurboTax is choosing high-profile telecasts to get its message heard. It's also planning to advertise on the Goldes Globe Awards this Sunday.
The TV work is supported by radio, digital and social advertising throughout tax season.
TurboTax's 2014 Super Bowl spot:
CREDITS (Mardi Gras spots)
Client: Intuit TurboTax
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Dan Kroeger / Max Stinson
Copywriter: Darcie Burrell /Brooke Barker
Art Director: Chris Taylor
Producer/ Assistant Producer: Endy Hedman / Julie Gursha
Account Team: Courtney Nelson / Vanessa Miller / Alexina Shaber
Executive Creative Directors: Joe Staples / Mark Fitzloff
Head of Production: Ben Grylewicz
Strategic Planning: Amber Higgins / Nathan Goldberg
Project Management: Liza Robbins
Production Company: Biscuit
Director: Noam Murro
Executive Producer: Colleen O'Donnell
Line Producer: Jay Veal
Director of Photography: Simon Duggan
Editorial Company: Rock/Paper/Scissors
Editor: Stewart Reeves
Post Producer: Leah Carnahan
Post Executive Producer: Dave Sellars
VFX Company: The Mill
2D Lead: John Shirley
3D Lead: Robert Sethi
VFX Producer: Chris Harlowe
VFX Coordinator: Karina Ford
Flame: Brad Scott / Trent Shumway
Nuke: Becky Porter / Anthony Petitti / Mike Simons
CG: Steven Olson / Mike DiNocco / Carl Harders / Nathaniel Morgan / Danny Yoon / Matt Neopolitan / Margaux Huneau / Anthony Northman / Alberto Lara
DMP: Jiyoung Lee
Sound Company: Barking Owl
Songs: "Statue" (Original Music)
"Noise" (Original Music)
"Shrimp" (Original Music)
"Wedding" ("Le Tourbillon" by Jeanne Moreau)
"Mardi Gras" ("Mack the Knife")
Producer: Kelly Bayett
Sound Company: Barking Owl
Sound Designer: Michael Anastasi
Producer: Kelly Bayett
Mix Company: Lime Studios
Mixer: Loren Silber/Zach Fisher